Mandate of 2014

After returning from the National Leadership Retreat, I have been pleasantly overwhelmed by what the future of our How our Industry will look in years to come. Even more exciting, we have been a huge part of defining it. Over the last year, AIGA members have been asked to fill out a survey and participate in round table discussions. All of these findings have been assembled into a Mandate to provide guidance and direction to the future of the design industry... NOT just for AIGA. It is a bottom-up approach to making change. You are AIGA.

As the representative for the UPSTNY chapter of AIGA, I along with the board support the following "direction" put forth from the membership with noted caveats from the weekend caucus.

Findings, or what is driving change?

Based on the wide-ranging input collected over the past six months, we believe the following findings form the basis for articulating future directions:

• 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).


• 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.


• 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.


• 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.


• 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 AIGA.

Elements of the mandate, or what will AIGA look like in 2014?

While members generally support AIGA today, some clear changes are demanded by the external environment to prepare the organization for leadership, relevance and opportunity in 2014. In the current economic climate, investing the necessary resources to make these changes will be a challenge, and in the short term, AIGA may need to reduce its activities to core functions plus a few that will assist in positioning AIGA for long-term growth in a global society.

By 2014, though, the organization that members have envisioned will have the following elements:

• Members have ample opportunities to engage in social networking activities, to provide content and make connections. Opportunities are online and in person; the AIGA experience is defined from the bottom up rather than top down.


• The model for conferences involves more regional and local gatherings, with resources invested primarily in the development and distribution of digital audio and video programming. More content is available on the website, with particular attention paid to where the line is drawn for access by nonmembers.


• Non-dues revenue has increased considerably because the line between member and nonmember access to web content has been clearly defined; “tastefulâ€� advertising is accepted on the website; and an online store offers member products for sale to other designers and the public.


• Members have access to a strong core of programs for professional development, particularly for midcareer designers and in developing leadership skills.


• Although members receive a limited number of signature print pieces each year, AIGA distributes content primarily in digital form, for reasons of sustainability, economics and reach.


• AIGA offers daily online examples of design excellence, with opportunities for member input as well as expert jury opinion. Design excellence will be embodied in criteria of aesthetics, creation of value for clients and social responsibility.


• Designers become involved with AIGA as a way of assuming a role in the broader business, social and cultural environments, both in the United States and abroad. AIGA continues to develop collaborative relationships with organizations outside the design field, to expand appreciation of the value of design and to seek a leadership position for its members in international design forums and among social entrepreneurs.

Posted by newyorkupstate in News | June 16, 2009