Thanks to you and your passion, the AIA repositioning initiative is off to a very encouraging start. We are seizing the moment and building greater relevance for you, our profession, and the Institute. Conversations and feedback from members across the AIA in chapters large and small have been laced with thoughtful ideas, ranging from considerations in decision making to Institute priorities.
Like architecture, the repositioning effort contains its own structure. We have just completed the “programming” phase, which, like our own work in architecture, embodies extensive research. Through this investigation, our partners LaPlaca Cohen and Pentagram have distilled the best insights from voluminous earlier research, immersed themselves in numerous contemporary interviews with members, clients, and the public, and fielded surveys that brought to the surface recurring themes, clarifying public perceptions of architects and the value we offer.