2012 is a year of great significance for AGDA NSW having received some criticism last year for a lack of purpose, vision and relevance. 2012 saw the introduction of a new president, a new council and now, a new direction.

The objective was to give AGDA NSW a strong, relevant and inspiring voice. A voice that would better engage with a thriving design community.

To signify change we repositioned the organisation locally as 'AGDA NEW'. Working with the Council, we built the year’s calendar of events around a simple, yet poignant and engaging idea. Placing AGDA NEW at the centre of design debate we began talking to our industry, about our industry. We devised a language based campaign that is sometimes provocative, sometimes playful, sometimes profound.

Best of all the campaign now lives in the hands of anyone who wants to join the conversation.

Produced with Mike Rigby, Ben Miles, Ami Gainford and Dan Ingham at Interbrand.