AIA is stepping into a new era as an organization. Artemis Ward has provided them the brand evolution to match.

In 2023, the American Institute of Architects (AIA) renewed its values. With new leadership and a refreshed commitment to sustainability and diversity, the 167-year-old institution was ready to show its members what’s possible when the professional pillar of an industry goes all in on contemporary, urgent issues.

To better communicate their values and the value of architects at large, AIA turned to Artemis Ward to refresh its brand. Together, we evolved the organization’s visuals and messaging into a true reflection of its membership and rolled out the welcome mat for fresh voices and perspectives in an industry that has historically struggled with diversity and inclusivity.

It’s All Connected

Building loyalty and trust with modern-day architects requires AIA to tell a story that reflects the passions and challenges of their members. To capture that story, we developed a core message for AIA, It’s All Connected — the idea that the buildings and spaces that architects design are not simply structures, but places intentionally constructed to create positive change by design and bring people together in safety, comfort, and community.

This hero statement sits at the heart of AIA’s evolved brand and is supported by a flexible set of design elements inspired by the craft of architecture. The system allows AIA to create layered visual assets that connect diverse professionals in the design industry to the people who inhabit and experience the world they design. Ultimately, the evolved brand was so successful at capturing AIA’s spirit and message that members of the organization’s leadership and membership teams engaged Artemis Ward on subsequent efforts, including a membership campaign which increased AIA’s internal engagement from four AIA team members to more than twenty.

Driving Membership

Refreshing a brand is one thing. Putting it into practice is another. AIA’s 2024/25 membership campaign offered the perfect opportunity to roll out AIA’s new message and visuals — and show members why the organization is the number one resource and community hub for architecture professionals around the globe.

Utilizing our previously developed design elements layered over community-focused imagery, we tailored audience-specific messaging grounded in the It’s All Connected platform to hit the hearts and minds of architects. Ultimately, the campaign communicates AIA’s established legacy as well as its commitment to addressing contemporary issues. It also demonstrates to teams at AIA how to apply their evolved brand kit in a real world campaign

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Defining the Future of Architecture

A new generation of architects is on the rise and AIA is mapping their future to meet them. As they do, they’re turning an industry spotlight on DEI and sustainability — issues at the heart of what it means to design a world that’s healthy and accessible to everyone.

For AIA, finding authentic ways to express its commitments and values will be key to building trust and loyalty in their membership. And as a B Corp, Artemis Ward is proud to help AIA build bridges between their brand and the rising, diverse audiences that will be their base in the years ahead.

 

 

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