american
institute of
architects
american
institute of
architects
Hanging bamboo poles illuminated by light against a rustic brick wall, highlighting natural design for AIA project.
Alt text: "Eagle and pillar emblem representing the American Institute of Architects.

IMPACT

The challenge

In 2016, Chattanooga, TN hosted the AIA Tennessee convention. We worked with the chapter’s board members to develop the year’s theme addressing current issues surrounding urban design and architecture. Along with all the creative for the convention, we also worked on developing the identity for a new project driven by the convention to energize forgotten alleyways that became a global design competition.

Ornate sword with a pointed blade, showcasing strength and valor; related to AIA project case study by Spectruss.

Solution

With our team’s strong background in architecture, the AIA project was the perfect challenge for us. The overall theme for the year was about the “Impact” of design to the urban landscape and how it reacts with communities. Choosing “Impact” as the theme for the convention, we brought the concept to life in an unconventional way.

Beginning with driving visuals, we developed a poster for the convention by overlaying a sheer fabric over the word 'impact' to represent the idea of the built environment shaping the landscape as it responds to the letters. We used this typographic effect to represent the theme for all pieces including print, the website, and all digital media.
Keeping it unconventional, we produced “living posters” to promote the convention using cinemagraphs that merged photo and video. We also worked with AIA TN on various email campaigns, scheduling, and the program for the event.

The convention also ignited a worldwide design competition to re-energize forgotten alleyways in the city. Our creative team coined the name “Passageways, Activating The Urban Alley Through Architecture.” We produced the branding and the website for the competition to submit entries from around the world. Passageways has received global attention and has been published in numerous design magazines.
Crumpled white fabric background with "IMPACT" text, geometric shapes, and details about the 2016 AIA Tennessee Convention.Crumpled white fabric background with "IMPACT" text, geometric shapes, and details about the 2016 AIA Tennessee Convention.
Digital display on a sleek computer monitor shows "ABOUT AIA" and "WHO SHOULD ATTEND" for AIA convention event by Spectruss.Digital display on a sleek computer monitor shows "ABOUT AIA" and "WHO SHOULD ATTEND" for AIA convention event by Spectruss.
Map design for AIA convention in Chattanooga, highlighting the convention center and notable locations with red accents.Map of Chattanooga depicting various locations, including AIA convention center, with text "CHATT AIA NOOGA.
Three AIA Tennessee 2016 convention posters showcasing architectural elements and design themes by Spectruss.Three AIA Tennessee 2016 convention posters showcasing architectural elements and design themes by Spectruss.
Event schedule for Spectruss's AIA project, showcasing August 24-26 activities and workshop locations.Event schedule for Spectruss's AIA project, showcasing August 24-26 activities and workshop locations.
Graphic design project titled 'PASSAGEWAYS' by Spectruss, featuring a website interface on a turquoise background.Digital representation of urban architecture project by Spectruss featuring bold text and geometric design elements.
Colorful art installation in an alleyway for the AIA project by Spectruss with vibrant wall pieces and string lights.Colorful art installation in an alleyway for the AIA project by Spectruss with vibrant wall pieces and string lights.
Image of Spectruss's Passageways Sketch showcasing creative urban space designs with AIA Tennessee collaboration.

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Sketch of urban space from the Passageways project by Spectruss showcasing design concepts for community outreach.
Minimalist logo design for Spectruss with central letter "S" and dynamic arrows, showcasing digital marketing expertise.

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