Repositioning the Institute and the AIA

Repositioning the Institute and the AIA

At Grassroots 2012, AIA President Jeff Potter and Robert Ivy announced a year-long initiative exploring the perceptions, beliefs, attitudes, needs, and value of “the Architect.” The initiative developed out of a broad consensus among members that we are at a threshold that demands increased awareness of our place in society and the way we present ourselves to the world.

To guide us, we engaged a world-class branding and communications partnership Pentagram and LaPlaca Cohen to conduct a comprehensive brand and communications research initiative to determine how the Institute should reposition architecture, architects to reflect current client and public perceptions.

Repositioning the AIA depends on you, members of the AIA. That message came through loud and clear for the 765 member leaders attending our 2013 Grassroots conference in Washington, D.C., in March, where we convened to discuss leadership together with a new perspective on the profession and the AIA that we call Repositioning—a point of view that puts the emphasis on the member.

Learn more on Repositioning the AIA by reading, Take Five: Repositioning Resources, by Robert Ivy, FAIA, AIA EVP/Chief Executive Officer.

Visit the AIA website for regular updates with regard to the Repositioning initiative.