As a newly appointed AIGA Portland Board Member, I had the privilege of attending the national AIGA Leadership Retreat which took place in none other than our very own Portland. It was like an AIGA boot camp. Three days full of focus groups, parties, breakout sessions, parties, presentations, parties, all culminating in the constitutional convention, where each chapter’s represented board members voted on the proposed Mandates for 2014 (2014 being AIGA’s centennial). Did I mention there were some kick-ass parties? One such party ended in a true demonstration of AIGA’s team strength, the formation of the almighty human pyramid. This is shortly before we all came tumbling down, and security ousted us for hotel hallway antics. All antics aside, I was lucky to meet many inspiring, talented, and driven designers from around the nation. And, as it turns out, we actually got some work done. Below is a summary of some of the changes in store for AIGA as they prepare for their 100-year mile mark.
Mandate for 2014 – A sea change
- It’s not you, it’s us
AIGA should place a higher priority on contributing to long-term benefits for the profession, such as building stronger demand for design in the future (and less emphasis on individual member benefits).
- It’s about strategy
In advocating design’s value to business, AIGA should focus more on design thinking (developing case studies of business effectiveness and defining the value of design on business objectives), although the role of creativity and inspiration in great design will always be respected.
- It’s about the youth
In tone, the AIGA experience should focus on younger designers’ interests and needs, in order to attract the next generation of designers to membership. In content, programs should reflect business practices, leadership, values, ethics and standards, in order to respect the interests of mid-career and seasoned designers.
- It’s social
AIGA should focus more on facilitating opportunities for member engagement, member originated content, member involvement and the expression of personal opinion than on reinforcing its authority on design, professionalism and values.
- It’s for a more perfect world
Reflecting the interests and needs of a younger cohort, AIGA should develop programs and activities that highlight opportunities for social responsibility, social engagement, sustainability, multiculturalism and diversity. These are critical to the long-term strength and relevance of the profession and of AIGA.
What changes this will bring to AIGA Portland, we have yet to discover. I am excited and full of ideas to further AIGA Portland’s commitment to local talent. My role within the Board of AIGA Portland is Volunteer Chair, so if you are interested in becoming more active in AIGA locally, please give me a call. We, on the board, are also open to input and feedback from members and non-members alike on how we can make our chapter stronger. Please feel free to contact me with any suggestions!
