AGDA ONE launches new strategic brand platform + identity via Interbrand + Reactive

To signify the launch of ONE AGDA, the organisation has officially revealed a new identity designed by Interbrand and a new website designed by Reactive and developed by Bravo!

Last year AGDA members voted overwhelming in favour of a new constitution (96% yes). This means that while AGDA retains its not for profit status, they have made a lot of changes to the way they run things.

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AGDA has undergone a complete organisational restructure, moving from a state based set-up to one national organisation. A national board of directors has been formed, and financial control and planning has been centralised. This means AGDA can make better decisions more quickly, and be far more transparent and efficient in the way things are run.

AGDA and Interbrand commissioned a national survey that was sent out to designers, and studios of all shapes, sizes and disciplines – across every state in Australia. They were asked what they thought of the organisation and how it could be improved.

Interbrand Australia worked closely with the AGDA board to create a new strategic brand platform and identity framework to help make sense of the changes and add some much needed cohesion around communications.

Says Mike Rigby, executive creative director, Interbrand Australia: “AGDA is the ‘connecting force’ that unites our industry. It celebrates the things that make us different and the things that pull us together. The perfect balance, between unity, and diversity. The logo connects at either end, representing a chain-link of the industry coming together.”

Says Nic Eldridge, AGDA CEO: “AGDA’s mission is to build a community constantly seeking to elevate and prove what Australian Design can do. What it can do for business, the environment, and the world. Ultimately we believe that design can break down barriers, build stronger communities, drive business and change lives.”

To help further connect and promote Australian design, a new website has been developed by Reactive and Bravo! in Victoria.

Says Tim Kotsiakos, executive creative director, Reactive: “There are now more features and better functionality, because we want to make sure that members get more value out of it, more often. Through the site we can help raise the profile of Australian design, because we now have a better platform to communicate to a broader creative community.”

This is just the beginning as AGDA looks to partner with fellow organisations such as D&AD, AIGA and others across a range of initiatives as well as engage the Australian design industry to help build the new brand together.

The 2014 AGDA Awards Biennial will be held in Tasmania for the first time, brought in partnership with the world class MONA. A new national AGENDA magazine will be published – free for members.

AGDA is also exploring the possibility of a design accreditation program. Importantly this is not about critiquing design skills. It is to help buyers of design better understand the process and skill involved and help you get a better understanding of how to run a successful design business. AGDA will be putting forward a selection of models and asking members to decide which will be most helpful.

ONE AGDA launched this week with coordinated events held in every state across Australia, attended by well over 800 people.

And to help celebrate a new spirit of collaboration, over 100 original pieces of art were submitted by designers, illustrators and writers in response to the question: what can Australian design do? The posters revolved around the letter A, and were displayed side by side at the events.

Interbrand also conceived and animated a brand launch video in-house, to help explain the changes; with an original score written by Rumble studios in NSW.

To encourage more people to get involved, AGDA is also waiving the membership joining fee until the end of March. That’s up to $100 off the cost of an annual membership. To become a member, click here.

AGDA acknowledges all who have helped to shape the organisation for the better – not just over the last 6 months, but the last 26 years. AGDA would not exist without its founders, partners, sponsors and members.

Says Rigby: “We’re not just talking about a new logo, identity, or website, we’re talking about a fundamentally ‘new AGDA’. The new structure means that AGDA can finally do what it’s really here for – to support, connect, educate; and show the world what Australian design can do.”

Brand strategy and identity: Interbrand Australia

Website design by Reactive, Build by Bravo!