To promote membership in AIGA, Esquer envisioned a campaign that would abandon a sterile corporate façade. In its place, he would build a vision of AIGA from the inside: organic, connected, pulsing communities of designers at local and national levels. The living tissue of community is the central idea: an organism, rather than an organization.
Esquer took stylistic inspiration from the works of outsider artists. The “obsessive” hand-drawn detail of his poster pays homage to individual personality and craftsmanship, and celebrates the connective power of imagination. Working by hand helps deliver the idea of each AIGA member as an individual talent contributing to the vitality of the whole.
The formal content in the poster (the central piece of the campaign) is the full information about AIGA: its mission, programs, events, resources, chapters, and medalists from 1920 through 2006. But there is a second, informal layer of content as well. Regional colloquialisms submitted by over 100 national and international members of AIGA give this designing organism its voice. Also, each chapter is paired with a song lyric celebrating its city or region, by musicians ranging from
Johnny Cash to KISS to The Carpenters.
All these details are pulled together through their contrast with the 3-D red metallic ribbon at the center of the poster. With its generous curves, it hangs like a doorknocker extending its welcome: Join Us.
The campaign included nearly a dozen pieces, from the central poster/capabilities brochure, to reminder postcards, an application card, an application brochure, and stickers.
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