A showcase of effective design to premiere at the AIGA National Design Center

“365” design exhibition demonstrates the impact of design

NEW YORK—September 13, 2011. This week, a special exhibition in New York will ask visitors to consider an important question: How can design be more than just a beautiful exterior? Debuting at the AIGA National Design Center on September 15, and online in the AIGA Design Archives, the much anticipated “365 | Design Effectiveness” exhibition will showcase award-winning work that successfully pairs aesthetics with results.

Honored designs include the following:

Give a MinuteGive a Minute, a campaign designed by the New York design firm Local Projects for CEOs for Cities, raises awareness about an inventive new platform for developing successful cities in the 21st century, achieved through a collective public process that generates solutions to challenging urban issues.
The Bold ItalicThe Bold Italic, a website created by design and innovation firm IDEO for Gannett Co., Inc., is a source of news and information for an underserved demographic—highlighting events and advice for locals, by locals, resulting in a much higher-than-average rate of visitors.
Joe Coffee packagingJoe Coffee packaging, designed by Michigan design firm Square One Design, exhibits a fresh interplay of text, images and color and avoids the typical visual vocabulary commonly found in coffee packaging; yet, it also provides enough room for an immediate visual distinction between roasts and styles.
BelongBelong, a campaign to increase membership for the Museum of Modern Art (MoMA) , designed by MoMA’s in-house design department, creates a synergy of design, copy and context to achieve the maximum impact, capitalizing on existing museum traffic with messages cleverly displayed in non-gallery spaces.


“AIGA is committed to demonstrating design’s value as well as its ability to charm, intrigue and entertain,” said AIGA Executive Director Richard Grefé. “With this year’s competition, we are emphasizing that design, to be great, must achieve its business purposes first and, usually, will do so in a way that overwhelms us with simplicity, responsibility and creativity.”

“People often think of designers as ‘those who make something look pretty,’ but design goes so much deeper than that,” explained AIGA Director of Competitions Gabriela Mirensky. “This exhibition helps visitors understand why a certain design, branding, execution or strategy was effective, by focusing on the impact of each piece.”

See the selections

This year’s selections will debut in the “365 | Design Effectiveness” exhibition at the AIGA National Design Center in Manhattan. The exhibition is open to the public from September 15 through November 23; admission is free. Gallery hours are Monday through Thursday from 11:00 a.m.–6:00 p.m. and Friday from 11:00 a.m.–5:00 p.m.

All 134 selections will be featured in AIGA’s virtual gallery of design exemplars, the AIGA Design Archives. Multiple views, jurors’ comments and the designers’ statements of effectiveness are all available at this free site.

About the competition

Each year, AIGA invites communication designers from around the world to enter its annual design competition, “365.” Entries come in under categories including print, digital and cross-media, and are reviewed by a panel of peers across a wide range of design disciplines. Their selections—encompassing motion graphics, websites, packaging, environments and more—represent exemplary and effective visual communications work from around the world.

As the professional association for design, AIGA has a mission to demonstrate the value of design to business leaders and the broader public. This is just one of many channels to make that clear.

About AIGA

AIGA is the professional association for design, a nonprofit organization dedicated to advancing design as a professional craft, strategic tool and vital cultural force. Founded in 1914, AIGA today serves more than 22,000 members through 66 chapters and 200 student groups throughout the United States. AIGA stimulates thinking about design, demonstrates the value of design and empowers the success of designers at each stage of their careers. Learn more at aiga.org/about.

For further information, please contact: Jennifer Bender
AIGA | the professional association for design
Tel 212 710 3136 Fax 212 807 1799