CROSS­ING PATHS

Computer Arts - - SHOWCASE - BRAND­ING FOR THE AIGA DE­SIGN CON­FER­ENCE by Mother De­sign www.moth­erde­sign.com

Cre­ative agency Mother De­sign was chal­lenged with cre­at­ing the vis­ual ma­te­ri­als for the an­nual gather­ing of Amer­ica’s lead­ing de­sign as­so­ci­a­tion, AIGA, at a point in time when the or­gan­i­sa­tion has un­der­taken a new vi­sion to be­come a hub for broader cre­ative con­stituen­cies.

“Our de­sign so­lu­tion be­came a metaphor for the or­gan­i­sa­tion and an­nual con­fer­ence it­self: evolv­ing over time and em­brac­ing the beau­ti­ful, messy and some­times un­ex­pected ways that peo­ple and ideas come to­gether in one place,” ex­plains cre­ative di­rec­tor Ja­son Miller.

“Con­cep­tu­ally, the AIGA ‘cube’ rep­re­sented a mag­netic cen­tre of grav­i­ty­draw­ing de­sign dis­ci­plines to­gether,” Miller con­tin­ues, “while di­men­sion­al­is­ing and fos­ter­ing all kinds of in­spir­ing in­ter­ac­tions and col­li­sions along the way.”

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