Practicing ArchitecturePracticing Architecture
Institute Repositioning Initiative Begins Next Phase
A member email survey coming soon will help inform the next step in the AIA repositioning effort.
By Robert Ivy, FAIA
Thanks to you and your passion, the AIA repositioning initiative is off to a very encouraging start. We are seizing the moment and building greater relevance for you, our profession, and the Institute. Conversations and feedback from members across the AIA in chapters large and small have been laced with thoughtful ideas, ranging from considerations in decision making to Institute priorities.
Like architecture, the repositioning effort contains its own structure. We have just completed the “programming” phase, which, like our own work in architecture, embodies extensive research. Through this investigation, our partners LaPlaca Cohen and Pentagram have distilled the best insights from voluminous earlier research, immersed themselves in numerous contemporary interviews with members, clients, and the public, and fielded surveys that brought to the surface recurring themes, clarifying public perceptions of architects and the value we offer.
One especially bright spot in this pointillist, data-rich landscape shines out: the public perceives architects much more favorably than we believed. Nevertheless, how can we build on that foundation, and why should we continue to merit their esteem? Rather than risk glossing over the most important findings from the phase one research, I invite you to read the next issue of AIArchitect (July 27), where these and other insights will be presented in greater depth. Learn for yourself.
The next phase of the repositioning, based on the recently completed research, proceeds with two surveys—one for members and another for clients and the public—that seek strong, compelling new language describing the architect’s role and contributions. You probably have your own opinions, and when we discover what this new language should be, we’ll use it to underpin a refreshed AIA brand platform, allowing us to communicate our shared passion for architecture in more effective ways.
You can help. If you feel over-analyzed, get over it. The result will be too valuable to miss out on. Watch for an email coming soon inviting you to complete this important member survey. I encourage you to take the time to add your voice and vision to this exciting, important effort.