In July 2026, TruNorth hosted its Experiential Design Forum, where 75 experiential professionals, including creatives, designers, producers, and operators, gathered to discuss, collaborate, and learn. The event also marked TruNorth’s first anniversary. A major focus was the ongoing shift in business-to-business (B2B) marketing. Experiential tactics traditionally used in business-to-consumer (B2C) marketing are increasingly being applied to B2B campaigns to create more engaging and interactive experiences. Jeff Fortmann, co-founder of TruNorth, explained that the evolution is gradual but critical, with B2B and B2C marketers learning from each other’s best practices.
Highmark and other Partners
Highmark served as the lead presenting partner, using the event to display products, including the “Modulbox.” Attendees also had hands-on experience with Highmark’s modular structures and their ease of use.
After the panel discussions, attendees connected over food and drinks, keeping the conversations going. Analog creative activities encouraged attendees to disconnect from their phones and engage in collaborative play while experiencing Highmark’s products in action.
The analog activities also featured a partnership between TruNorth and Little Council and its Fulfillment Center. The Fulfillment Center gave attendees a space to put away their phones, sit down, meet new people, and reconnect through shared activities centered on play and creativity. The key takeaway of the experience? Collaging is a great conversation starter.
Experiential Design Forum
The lion’s share of the afternoon was devoted to the Forum. Discussions focused on peer-to-peer learning, new connections and collaborations, and the changing demands of experience design. Brian Baker, vice president of creative at Highmark, and Max Lenderman, chief experience officer at GMR, explored the evolving landscape of experiential marketing and how artificial intelligence (AI) and other technological advances are shaping creative processes and future opportunities.
Brook Jay and Abigail Hines of All Terrain presented “Breaking the Blueprint,” exploring what it takes to create industry-first ideas.
Their discussion included several ideas worthy of continued conversation. They said, “It comes down to a few things. The courage to challenge convention. The trust you build with clients so they’ll take smart risks with you. And the experts you surround yourself with who make breakthrough ideas possible. Experiential has evolved. We’re building experiences that become content, community, commerce, and real business growth. Live experiences are live media now, and the opportunity for brands has never been greater. As AI and technology keep changing the work, something else has become clearer, too. Our biggest advantage is still human creativity, collaboration, and connection.”
Additional speakers included Matt Statman, global chief creative officer, chief executive officer, and chief operating officer of Project Worldwide and Motive: A Project Worldwide Agency; Brian Marshall, founding partner of Little Council; Melinda Cragan Lindland, managing director of Spring Studios; Shannon Clash, MA, senior freelance producer and experiential content strategist at Clash Media, LLC; and Michael Barclay II, founder of The Barclay Directive.
STRATEGIC VENUE CHOICE
TruNorth’s choice of venue, Pilot Project Brewing, was rooted in Fortmann’s longstanding personal and professional relationships with owners Dan and Jessica Abel, both of whom have backgrounds in experiential marketing. The brewery’s outdoor patio and distinctive food and beverage offerings created a setting for networking, live presentations, and attendee connections.
The TruNorth-Highmark-Pilot Project Brewing collaboration dates back to the COVID-19 pandemic, when Highmark’s outdoor structures were installed at Pilot Project Brewing to support safe, socially distanced experiences for patrons. Choosing the brewery for the inaugural design forum also reflected TruNorth’s focus on community and shared experiences in unique spaces.
DOING GOOD
TruNorth also partners with Launchpad, which helps underserved students secure internships and employment in sports, entertainment, music, and experiential marketing. The partnership focuses on expanding access to those industries. Launchpad reports more than 1,000 case studies documenting its work with students.
“TruNorth is not an agency,” says Fortmann. “We build community and do good. We are an army of creatives, a new class of creatives—and we are wondering what the next creative world is going to look like. We’re a platform that brings together brand marketers across diverse sectors, including sports, entertainment, culture, and experiential marketing, as well as venture capital and private equity professionals, fostering a multifaceted network for collaboration and business development.”
Borrowing a phrase from Max Lenderman, TruNorth describes its work as transforming people through collaboration and community.
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