Back in 2012 AGDA NSW received some heavy criticism for a lack of purpose, vision and relevance. With a new year came a new president, a fresh council and 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.