Academic Facilities
Design
Digital Experiences
Thought Leadership

Turning Story into Strategy:

A Tradeline Webinar

Growth is no longer just about square footage. It’s about purpose, philanthropy, alignment, and the power of a well-told story.

In a recent webinar hosted by Tradeline—a nationally respected leader in academic facilities planning—Advent CEO John Roberson and Client Engagement Manager Grace Johnson explored how institutions can use storytelling and space to drive philanthropy and mission-aligned growth.

Colleges and universities today face a perfect storm: Research funding is shrinking, enrollment goals are rising, and philanthropy is more important than ever. Using case studies from Belmont University, the University of Wyoming, and USC, the conversation unpacked how story-driven design can:

  • Align donor passion with institutional vision
  • Translate mission into meaningful, physical space
  • Spark momentum—and investment—when it’s needed most

“When we connect a donor’s story to a student’s aspiration—and give that story a place to live—it creates energy that moves the whole institution forward.”

— Grace Johnson, Client Engagement Manager, Advent

Ask Grace a Question!

For over 40 years, Tradeline has convened the people shaping the future of campuses. With more than 300 conferences hosted, they bring together decision-makers in planning, architecture, research, capital investment, and operations from leading colleges and universities across the country. Their platform sets the standard for forward-thinking facility strategy. We’re proud to contribute insights that help academic leaders build not just campuses—but lasting momentum.