Volume 2, Number 6

Case Study: AIGA Atlanta Business Program

Founded in 1914, the American Institute of Graphic Arts (AIGA) is a national organization comprised of more than 15,000 members representing graphic design, photography, illustration, writing and many other creative disciplines. The Atlanta chapter, founded in 1988 and currently at 500 members, is one of the largest in the U.S.

AIGA Atlanta provides monthly programs on a variety of topics to support the professional development of its members. Recognizing that many creative types are more proficient at their respective crafts than at the business of design, AIGA Atlanta approached see see eye about developing a campaign to promote its "Take Five" series – that is, five bimonthly workshops, dedicated exclusively to covering business topics such as financial management, forming strategic alliances and speaking the language of business with clients.

To make the postcards and their topics intriguing, see see eye developed an approachable children-themed set of visuals that tied into each program's topic. For example, for the workshop on time management, the headline "Trying to squeeze in too much?" accompanied a photo of a toddler trying to cram a large piece of cake in his mouth. To accommodate AIGA Atlanta's moderate budget, see see eye used local models (that's code for family and friends) and our Design Director Kevin Sheehan shot the images himself. The mailers and postcards were printed in three colors using black & white photography to reduce production costs.

The result was a lively promotion of a topic that's anything but kid stuff.

Membership organizations represent important communities that often have limited resources to effectively and efficiently communicate with their stakeholders. Corporations, too, are often stretching dollars to meet their communications needs. Knowing how to use funds wisely and get the most impact for the budget available is an aspect of graphic design not often discussed. see see eye recognizes that successful design means delivering experience that offers value on many fronts – including financial. To find out more, contact Lawson Cox.

About Us

see see eye is an award-winning graphic design firm that helps Fortune 1000 companies and other organizations build stakeholder confidence. The firm uses strategic creative design and effective message development to produce annual reports, branded collateral programs, Web sites and other communications targeted to investors, customers, employees and community members. Additional information can be found at the company's Web site, www.seeseeeye.com.