To signify the launch of ONE AGDA, the organisation has officially revealed a new identity designed by Interbrand and a new website designed by Reactive and developed by Bravo!
Last year AGDA members voted overwhelming in favour of a new constitution (96% yes). This means that while AGDA retains its not for profit status, they have made a lot of changes to the way they run things.
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AGDA has undergone a complete organisational restructure, moving from a
state based set-up to one national organisation. A national board of directors has been formed, and financial control and planning has been
centralised. This means AGDA can make better decisions more quickly, and
be far more transparent and efficient in the way things are run.
AGDA
and Interbrand commissioned a national survey that was sent out to
designers, and studios of all shapes, sizes and disciplines - across
every state in Australia. They were asked what they thought of the
organisation and how it could be improved.
Interbrand Australia
worked closely with the AGDA board to create a new strategic brand
platform and identity framework to help make sense of the changes and
add some much needed cohesion around communications.
Says Mike Rigby, executive creative director, Interbrand Australia: "AGDA is
the 'connecting force' that unites our industry. It celebrates the
things that make us different and the things that pull us together. The
perfect balance, between unity, and diversity. The logo connects at
either end, representing a chain-link of the industry coming together."
Says Nic Eldridge, AGDA CEO: "AGDA's
mission is to build a community constantly seeking to elevate and prove
what Australian Design can do. What it can do for business, the
environment, and the world. Ultimately we believe that design can break
down barriers, build stronger communities, drive business and change
lives."
To help further connect and promote Australian design, a new website has been developed by Reactive and Bravo! in Victoria.
Says Tim Kotsiakos, executive creative director, Reactive: "There
are now more features and better functionality, because we want to make
sure that members get more value out of it, more often. Through the
site we can help raise the profile of Australian design, because we now
have a better platform to communicate to a broader creative community."
This is just the beginning as AGDA looks to partner with fellow
organisations such as D&AD, AIGA and others across a range of
initiatives as well as engage the Australian design industry to help
build the new brand together.
The 2014 AGDA Awards Biennial will
be held in Tasmania for the first time, brought in partnership
with the world class MONA. A new national AGENDA magazine will be
published - free for members.
AGDA is also exploring the
possibility of a design accreditation program. Importantly this is not
about critiquing design skills. It is to help buyers of design better
understand the process and skill involved and help you get a better
understanding of how to run a successful design business. AGDA will be
putting forward a selection of models and asking members to decide which
will be most helpful.
ONE AGDA launched this week with coordinated events held in every state across Australia, attended by well over 800 people.
And
to help celebrate a new spirit of collaboration, over 100 original
pieces of art were submitted by designers, illustrators and writers in
response to the question: what can Australian design do? The posters
revolved around the letter A, and were displayed side by side at the
events.
Interbrand also conceived and animated a brand launch
video in-house, to help explain the changes; with an original score
written by Rumble studios in NSW.
To encourage more people to
get involved, AGDA is also waiving the membership joining fee until the
end of March. That's up to $100 off the cost of an annual membership.
To become a member, click here.
AGDA acknowledges all who have helped to shape the
organisation for the better - not just over the last 6 months, but the
last 26 years. AGDA would not exist without its founders,
partners, sponsors and members.
Says Rigby: "We're not just talking about a new logo,
identity, or website, we're talking about a fundamentally 'new AGDA'.
The new structure means that AGDA can finally do what it's really here
for - to support, connect, educate; and show the world what Australian
design can do."
Brand strategy and identity: Interbrand Australia
Executive Creative Director: Mike Rigby
Creative Director: Ben Miles
Senior Designer: Jo Roca
Senior Writer: Lex Courts
Senior Motion Designer: Mike Tosetto
Strategy: Kalina Gondevska, Andy Wright, Mike Rigby
Website design by Reactive, Build by Bravo!
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