The AGDA Mentoring Program needed a fresh identity and communication strategy to better meet the needs of its members and align with AGDA's values and vision. The goal was to create a design system that showcased the program's diversity and inclusivity, making it more appealing and empowering. The new design focused on combining AGDA's iconic 'A' with 'M' for mentoring, forming the acronym 'AM.' This simple and flexible design aimed to communicate self-empowerment through language that speaks directly to program benefits:
"I AM… sharing,"
"I AM… progressing,"
"I AM… growing,"
"I AM… connecting."
The AGDA Mentorship Design System is a reflection of a broader social narrative – the deep human desire to belong and to feel connected. The design language celebrates diversity and momentum through a fresh and bold design aesthetic. It aimed to attract both mentors and mentees, fostering a collaborative and inclusive community.
The big picture for ‘AGDA – I AM” is to create visual distinction and recognition as a foundation program for AGDA – one that not only
servers the developmental needs of the Australian design community but has a greater propensity to increase AGDA’s membership base and unify the community as a whole.
