american
institute of
architects
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.

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.

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