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AIGA Join Us Campaign

Client AIGA the professional association for design
Product Campaign
Medium Print
Description

Project Brief

AIGA bore an image that may be cold and uninviting to many designers.
The existing membership campaign provided a good example of this image problem: while elegant in layout and typography, the materials were stark and impersonal. Few, if any, human elements found their way into the design of this system. AIGA should present itself as a thriving, warm-blooded community of talented artists, not as a faceless, monolithic organization.

Approach

To promote membership in AIGA, Alfalfa Studio envisioned a campaign that would abandon a sterile corporate façade. In its place, they would build a vision of AIGA from the inside: organic, connected, pulsing communities of designers at local and national levels. The living tissue of community is the central idea: an organism, rather than an organization.

Alfalfa Studio took stylistic inspiration from the works of outsider artists. The “obsessive” hand-drawn detail of this poster pays homage to individual personality and craftsmanship, and celebrates the connective power of imagination. Working by hand helps convey the idea of each AIGA member as an individual talent contributing to the vitality of the whole.

Outcome

The campaign included nearly a dozen pieces, from the central poster/capabilities brochure, to reminder postcards, an application card, an application brochure, and stickers.

The formal content in the poster (the central piece of the campaign) is the full information about AIGA: its mission, programs, events, resources, chapters, and medalists from 1920 through 2006. But there is a second, informal layer of content as well: regional colloquialisms submitted by more than 100 national and international members of AIGA give this designing organism its voice. Also, each chapter is paired with a song whose lyrics celebrate its city or region, by musicians ranging from Johnny Cash to KISS to The Carpenters.

All these details are pulled together through their contrast with the 3-D red metallic ribbon at the center of the poster. With its generous curves, it hangs like a doorknocker extending its welcome: Join Us.

This highly successful campaign helped AIGA increase its membership from 15,000 to 22,500 members–in only one year.

Service Provided

Strategy
Illustration
Typography

Category
Expertise
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