Brandcenter hosted members of the brand consultancy Brand Federation at Friday Forum. Kelly O’Keefe, Founding Partner of Brand Federation and former Chair of Creative Brand Management here at Brandcenter, along with Rian Chandler-Dovis (Creative Brand Management, 2017), CPO and Managing Partner, delivered an inspiring presentation that touched on company culture, brand impact and more.
They dedicated the talk to the memory of Earl Cox, a beloved member of the Richmond ad community who has left profound impacts not only on Brand Federation, but also The Martin Agency, Brandcenter community, and many generations of our students. O’Keefe and Chandler-Dovis emphasized the importance of thinking geometrically, referencing Earl’s famous Venn diagrams, and celebrated his lasting legacy through a new Brandcenter scholarship fund, which has raised over $50,000 since the fall.
O’Keefe and Chandler-Dovis shared the Brand Federation philosophy that internal culture and alignment are foundational to creating meaningful brands. They challenge companies to think beyond slogans and external communications, focusing instead on culture as the cornerstone of lasting impact. The external face of a brand has to start internally.
Through case studies like Radius Recycling, MIT’s online education programs, and their work with Corus, the Brand Federation team illustrated how strategic rebranding can empower organizations to amplify their missions. Students were encouraged to embrace their potential for transformative work, with O’Keefe noting, “I know you don’t think you’re gonna be awesome, but I’m pretty sure you will be. And I’m here to show you how you can be.”
Brand Federation also provided students with a framework for navigating career paths after the Brandcenter. They explored traditional roles at agencies, in-house teams, and consultancies, while advocating for “connected independence” — a hybrid model blending freelance flexibility with the stability of full-time work.
O’Keefe encouraged students to position themselves for the career that they want by combining a “breadth of understanding and a depth of specialization.” In other words, combining a deep expertise in one area with a wide understanding of how the ecosystem in your field functions, that becomes your unique “superpower.”
Chandler-Dovis shared personal insights, reminding students that “living your best life enables you to do your best work.” Additional Brandcenter alumni, now Brand Federation employees, attended the talk and shared the passions that drive them, like travel, running and side hustles, again emphasizing that you can have a beautiful career and strong relationships if you design your life right. Andrew Allen (Strategy, 2019), Chelsea Glowacki (Strategy, 2024), and Paul Atienza (Creative Brand Management, 2017) also met with students afterward to discuss branding, the Brandcenter experience, and Federation life.