Overview
AIGA, the professional association for design, is the place design professionals turn to first to exchange ideas and information, participate in critical analysis and research and advance education and ethical practice. AIGA sets the national agenda for the role of design in its economic, social, political, cultural and creative contexts. AIGA is the oldest and largest membership association for professionals engaged in the discipline, practice and culture of designing. Founded as the American Institute of Graphic Arts in 1914 as a small, exclusive club, AIGA now represents more than 21,000 designers through national activities and local programs developed by more than 55 chapters and 200 student groups.
The New Mexico chapter, founded in 2002, is one of the organization’s newer chapters. As of 2007, it had over 100 members.
Challenge
Promotion of the 3rd Annual New Mexico Showdown, a regional design competition open to graphic designers living and creating design work in the New Mexico area.
Solution
The aim was to create a unique and eye-catching design to bring attention to the event and what it is about. The theme of both the poster and the blast-mailer is “Dia de los Designers,”
a mexican calavera inspired motif. By drawing on the cultural heritage of the area and utilizing its colors and the festive nature of its typography, the campaign carries a local flavor. The blast-mailer draws on these same themes and colors for a cohesive promotional campaign that stretches into the digital mediums.
