The nature and practice of architecture is drastically evolving. As the leading voice for the profession, the American Institute of Architects sought to answer the question, “How can we evolve with the changing needs of the profession while maintaining our core beliefs, values, and offerings?”

To help the AIA address this question, LaPlaca Cohen partnered with the organization to conduct extensive research and develop a positioning strategy that would serve as the foundation for a new strategic vision as well as a new visual identity that will be designed by Pentagram.

Building upon the new positioning strategy, LaPlaca Cohen and Pentagram collaborated with the American Institute of Architects to develop an ad campaign in 2013 that conveyed the powerful impact that architects make on all of our lives.


Our work included: audience research, positioning strategy, campaign development, comparative analysis, and ongoing consulting on marketing strategies for the AIA Foundation.

Project dates: 2011 – Present