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AIGA STRATEGIC PLANNING INTRODUCTION 2015 2020

In 2014, AIGA celebrates its 100


year history and looks forward to its
PLAN evolution as the nations premiere
FOR professional organization for design. SHORT-TERM MID-TERM LONG-TERM
AIGA After several years of research and
2015 & 2016 2017 & 2018 2019 & 2020
2020 conversations to better understand
the needs of both members and
chapters as well as the emerging
landscape of design and culture in
the 21st century, AIGA developed
a vision for the next five years.
AIGA 2020 is a bold and ambitious AIGA operations have been suc-
proposal for organizational trans- cessfully relocated to another build-
formation, from a club to a huba ing in New York City.
dynamic platform to fully engage
the potential of its 25,000 members Endowment established and the
and extensive nationwide network first new initiatives using AIGA 2020
of chapters. Funds have been launched.

The catalyst for advancing the stra- Development of a new member


tegic direction of the organization is participation platform is underway,
the creation of a $17 million en- that will transform aiga.org.
dowment that will for the first time
help secure the long term financial The national design conference will
stability of AIGA. It also sets aside be held in New Orleans, celebrating
$3 million into an AIGA 2020 Fund design excellence, social relevance,
to strategically invest in important and cultural and business impact.
new resources and activities over
the next five years to help achieve The Chapter Innovation Fund de-
the AIGA 2020 vision, including a $1 fines its criteria and seeds its first
million Chapter Innovation Fund. proposals and shares those learn-
ings with members and chapters.
This document lays out that vision
but it also establishes an on-going A search for the next generation of
review process for the organizations AIGA leadership.
proposed and existing activities that
is integrated into its annual budget-
ing process. This combination of
opportunity and due diligence will
ensure that AIGA emerges as the
worlds largest, most ambitous, and
financially endowed design organi-
zation.
AIGA MISSION AND VISION 2015 2020

AIGAs strategic plans focus on


transforming AIGA into an agile,
adaptive national organization that A THE
offers support and opportunity to WHO WHAT
VISION MISSION
members and chapters. AIGA AIGA
FOR OF
IS DOES
The strategic plan focuses on the AIGA AIGA
period 2015-2020, categorizing the
professions objectives in four areas:
those that advance design; design-
ers; members and chapters; and
organizational viability.
AIGA brings design to the world, AIGA advances design as a profes- AIGA is a global community of de- AIGA advances design as a profes-
AIGA will use the strategic frame- and the world to designers. sional craft, strategic advantage and sign advocates and practitioners. sional craft, strategic advantage and
work as a means of guiding its vital cultural force. vital cultural force by connecting
activities at the national level, As the professions largest commu- Broadly speaking, AIGA consists practitioners, enthusiasts and pa-
depending largely on encouraging nity, we advance design as a profes- As the largest community of design of a relationship among designers trons through regional, national and
member and chapter engagement. sional craft, strategic advantage and advocates, we bring together prac- based on community, beliefs, learn- global events and by creating and
In addition, members and chapters vital cultural force. titioners, enthusiasts and patrons to ing and voice. curating content that:
will set many of their own priorities amplify the voice of design and cre-
for this period. In only a few cases From content that defines the glob- ate the vision for a collective future. 1. Inspires designers and the public
will national resources permit fund- al practice to events that connect by celebrating great design
ing the achievement of an objective and catalyze, we work to enhance We define global standards and
completely; the strength of AIGA the value and deepen the impact of ethical practices, guide design 2. Advocates for a greater under-
is in seeding activities that become design on business, society and our education, inspire designers and the standing of the value of designers
sustained by its 25,000 members collective future. public, enhance professional devel- and design in government, busi-
individually, as self-forming groups opment, and make powerful tools ness, media and the public
or as chapters. and resources accessible to all.
3. Enhances professional develop-
Similarly, resources are never suf- ment through the arc of a designers
ficient to advance systematically and career
comprehensively on all objectives at
once. AIGA will proceed on those 4. Defines global standards and
activities which are most promising ethical practices
at any given time, reflect interest
among members who will advance 5. Supports design education
the objective, or for which funding
is available. 6. Makes powerful tools and re-
sources about design available and
The annual process by which the accessible
board will review, prioritize, and
budget for activities is documented 7. Mobilizes a global design move-
in a flow chart and accompanying ment
narrative.
8. Convenes thoughtful discussion
of issues important to design
AIGA STRATEGIC FRAMEWORK 2015 2020

FOCUS FOCUS FOCUS ON FOCUS ON


AIGA brings design to the world, ON ON MEMBERS AND ORGANIZATION
and the world to designers. As the
professions largest community, we DESIGN DESIGNERS CHAPTERS VIABILITY
advance design as a professional
craft, strategic advantage and vital
cultural force.

1. Inspire designers and the 1. Offer opportunities for profes- 1. Offer effective tools, resourc- 1. Manage a lean, well-trained
public by celebrating design sional development and mentor- es, platforms and strategies to and equipped staff to work effic-
excellence (national design ing at each stage of a designers enhance chapter activities and ciently and effectively in support-
conference, celebratedesign.org, career (Business Perspectives facilitate member participation ing prioritized member interests
AIGA100, Design Envy, Justified for Creative Leaders, facilitation (chapter development, Chapter
competition, guest exhibitions, workshops, continuing ed, webi- Advisory Council, chapter dues 2. Ensure that organizational
medalists, fellows, gala, videos, nars, Womens Leadership initia- subvention) resources (staff and budget)
archives) tive) reflect and support key priorities
2. Support and facilitate inter-
2. Establish AIGA as a respected, 2. Offer powerful tools and ac- actions, collaborations and learn- 3. Establish an endowment that
authoritative voice in matters of cessible resources for profession- ings among chapters (Chapter will help fund the organization
design (advocacy) al development (salary survey, Leadership Retreat) in perpetuity
design jobs board, career guide,
3. Promote the strategic value Studio of 2015) 3. Grow membership and associ- 4. Ensure effective and trans-
of design thinking to designers, ated revenue through broaden- parent communications among
businesses, and the public 3. Define and advocate global ing and deepening strategies board, staff, chapters and
standards, ethical practices and (membership development, members
4. Stimulate dialogue on impor- criteria for responsible design technology hosting, and devel-
tant design issues (Gain business (Living Principles for Design, De- opment fees) 5. Routinely review and report on
conference) sign Business and Ethics series) the efficacy of key programs and
4. Integrate the AIGA community initiatives to the board
5. Represent interests of U.S. 4. Establish criteria for design into the global community of
designers in business practice, education that meet the needs designers 6. Create sufficient operational
laws, civic experience and public of the profession (Design Educa- reserves to help weather eco-
perception (advocacy) tors Community) nomic downturns

6. Promote the social impact and 5. Encourage diverse design 7. Maximize earned and con-
social value of design to design- approaches and new emerging tributed revenue opportunities
ers, businesses, and the public practices (AIGA INititaive) through fees, licensing, sponsor-
(Design for Good) ship, planned gifts, and founda-
6. Increase ethnic and cultural tion and government grants, etc.
diversity of the profession
(DesignEd K12, Worldstudio
AIGA Scholarships)

AIGA 2020 VISION STATEMENT

There will be a global brand based on effective design will be based on new AIGA experience will be defined from the Although members will receive a limited
AIGAs legacy, scale, and leadership in models for competitions and/or curatorial bottom up rather than top down. number of signature print pieces each
developing and promoting the design selections, always respecting opportuni- year, AIGA will distribute content primarily
WHAT WILL profession. ties for stimulating discussion among all The model for conferences will involve in digital form, for reasons of sustainabil-
AIGA LOOK members. more regional and local gatherings, with ity, economics and reach.
The immediate AIGA experience will be at resources invested primarily in the devel-
LIKE IN 2020?
the individual member level, among self- AIGA will develop programs and activi- opment and distribution of digital video Designers will become involved with AIGA
organizing communities of members and ties that highlight opportunities for so- programming. More content will be avail- to assume a role in the broader business,
at the chapter level. cial responsibility, social engagement, able on the website, with particular atten- social and cultural environments, in the
sustainability, multiculturalism and diver- tion paid to where the line is drawn for U.S. and abroad.
The national presence will develop and sity. These are critical to the long-term access by nonmembers.
promote common principles and pro- strength and relevance of the profession AIGA will develop collaborative rela-
grams that strengthen the relevance, lead- and AIGA. AIGA conferences, webcasts and work- tionships with organizations outside the
DESIGN
ership and opportunity for every member shops will focus on helping the design design field, to expand appreciation of the
and will develop systems that support all In content, AIGA programs will reflect profession think through the future and value of design and to seek a leadership
chapters. designs creativity, originality and inspira- the complexity of context in a constantly position for its members in international
tion and also business practices, leader- changing world. Like the Aspen Institute, design forums and among social entrepre-
Membership will grow to include emerg- ship, values, ethics and standards. In tone, it will focus on the big issues. AIGA will neurs.
ing design practices and through expand- AIGA activities will reflect the ages, expe- become an issues manager, and an editor
DESIGNERS
ing the number of chapters. The chapter rience levels and interests of members, in and aggregator of content. AIGAs mantra will be Head, Heart and
network will be stregthened from the all their diversity and differences. Hand, reflecting interrelated elements
bottom-up. Non-dues revenue will increase because of strategy, social impact and the craft of
In advocating designs value to business, of the line drawn between member and design.
AIGA will be the standard-bearer for pro- AIGA will focus on the results of design nonmember access to web content and
MEMBERS fessionalism in design practice and will be strategy as a competitive advantage at the event discounts. A broader membership
CHAPTERS a respected voice in celebrating the value national level, developing case studies of will help AIGA attract greater sponsorship
of design worldwide. business effectiveness and defining the and advertising opportunities.
value of design on business objectives. At
AIGA will focus more on facilitating op- the same time, AIGA will encourage activi- Members will have access to a strong core
portunities for member engagement, ties that celebrate designs virtuosity and of national programs for professional de-
ORG. member-originated content, member inspiring creativity with activities at the velopment, particularly for midcareer de-
VIABILITY involvement and the expression of per- chapter and member level. signers to develop leadership skills. AIGA
sonal opinion than on reinforcing a central will help to guide students from school
authority on design, professionalism and AIGA will place a higher priority on con- to studio with programs and information
values. tributing to long-term benefits for the pro- to prepare them for a productive profes-
fession, such as building stronger demand sional experience.
AIGA will offer daily online examples of for design in the future, and less emphasis
design excellence, with opportunities for on tangible individual member benefits. With its educator members, AIGA will
member input as well as expert jury opin- lead the national discussion of design
ion. Design excellence will be defined by Members will have ample opportunities to education and curriculum development
criteria of aesthetics, creation of value for engage in networking activities, to create as a progressive voice in national design
clients and social responsibility. National content and make connections. Oppor- education forums, and incorporate design
efforts to bring attention to extraordinary tunities will be online and in person; the curriculum into general education.