AIA LeadersAIA Leaders

Repositioning: Talking points

Q: What is the “Repositioning the Architect and AIA” initiative?

A: This is one of the most important things we will undertake in the next several years. Architects and architecture are at threshold that demands increased awareness of our place in society and the way we present ourselves to the world.

Despite media predictions of a dire future, the Bureau of Labor Statistics projects architect employment growth of 23.1 percent between 2010 and 2020. How will the AIA of 2020 remain relevant to these emerging professionals or to the world in general?

Q: Who are we working with to take on this initiative?

A: To guide us, we engaged a world-class branding and communications partnership to conduct a comprehensive brand and communications research initiative.

Pentagram is a world renowned design firm that does work in graphic design, identity, architecture, interiors and product design. Pentagram’s clients include: Benetton,  Walt Disney Company, Princeton University, Yale School of Architecture, and the Library of Congress. We are working directly with Michael Bierut, a partner at Pentagram.

LaPlaca Cohen is a strategic marketing, advertising and design firm that helps organizations connect and communicate with their audiences. LaPlaca Cohen’s partner in charge is Arthur Cohen, Chief Executive Officer and Strategy Director.

Q: What is the goal of this initiative?

A: The outcome from this initiative will become the foundation for an ongoing communication strategy that will clarify and demonstrate what architects do and help build an understanding and appreciation of the role of an architect for the general public.

The goal is to determine how the Institute should reposition architecture, architects, and how to reflect current client and public perceptions.

This is not a logo redo.

This is not a national advertising campaign.

Q: What is the timeline for this initiative?

A: First, research activities that will reach deeply down and across our organization and membership.

We will also seek input from non-member architects, clients, and the general public so we can understand their opinions and perceptions --especially those who don’t understand how an architect or architecture fits into their life.

Q: How can members give their input?

A: Members can e-mail comments directly to repositioning@aia.org or go to a special discussion forum created to gather input.