The American Institute of Graphic Arts (AIGA) is the foremost professional organisation for graphic designers in the United States. After 100 years as the standard bearer for design practitioners nationwide, the organisation was undertaking a new vision to become a hub for broader creative constituencies. Our design solution became a metaphor for the organisation and annual conference itself: evolving over time and embracing the beautiful, messy and sometimes unexpected ways that people and ideas coming together in one place. Strategically, the AIGA “cube” represented a magnetic center of gravity, drawing design disciplines together, dimensionalising and fostering all kinds of inspiring interactions and collisions along the way.