The Beginning of a New Era for SEGD

Amy Lukas, SEGD President, 2012-2013, Partner at Infinite Scale, Salt Lake City

Dear SEGD Members,

Today we are announcing a bold and exciting development for SEGD.
 
On Friday, October 25, 2013, your Board of Directors proposed and voted on a new description for SEGD—one that recognizes the transformation our design discipline has been undergoing in recent years.
 
It is a change that points us clearly toward the future.
 
Our official name remains SEGD, but we have broadened the description of what we represent to be more inclusive of the work being done by our membership today. The new description is Society for Experiential Graphic Design.
 
This change has been a long time coming. For many years, various members of the SEGD Board and the profession have wanted to change the description of what we do to express the much-expanded scope of work that EGD professionals have been doing for the past 10 to 15 years already. Last Friday, the Board was able to find a solution that was agreeable to all and the new descriptor was passed by an almost unanimous vote.
 
The change in SEGD’s description reflects the fact that while it is still graphic communication that holds all of the practitioners in this field together (hence the decision to leave it in the name), it is the creation of experiences that sets our members apart from print communication or website designers.
 
As we are all well aware, the word “environmental” has taken on a very different context today than how it was perceived prior to the sustainability movement. In addition, the scope of EGD work has expanded greatly over the past decade, now encompassing ever-more complex projects and integrating new digital technologies. Thanks to the advent of these technologies and the Internet, designers can add layers of content and enhanced information to spaces, connecting people with the specific location and its history and ambience as well as creating a sense of place and helping them find their way. In this new era, both are possible and more often than not, both are demanded by clients.
 
SEGD’s two primary founders, John Berry and Rich Burns, strongly support the new description.
 
“This is great and a wonderful example of an organization that recognizes and embraces change,” says Berry. “Such a need was the genesis for the original creation of SEGD. So, this very good move is right in keeping with the philosophical/professional base. Congratulations to you and the board for good forward thinking.”
 
Burns says the change reflects the creative shifts that have been occurring in the field. “The entire profession is embracing the dramatic changes that have come to our profession and all of our members are reaping the opportunities for creative expression that come with experiential design. Changing the name makes all the sense in the world.”
 
SEGD’s mission statement was changed in February 2013 to reflect the shift toward the creation of experiences. Currently, the SEGD staff is preparing to launch a new SEGD website. We want to make a shift from the traditional brochure website to a more inclusive platform that highlights the members, their firms, and their work. We already have 184,000 visits to the website a year, resulting in about 973,000 page views. Our goal is to connect members to all of those pages so that you will get much better exposure and greater membership benefits from SEGD’s website.
 
We’ll be sharing more about the new website soon. In the meantime, thank you for being a part of the collaborative, multidisciplinary, ever-evolving SEGD community and for contributing to our vibrant and growing field.
 
Best regards
 
Amy Lukas, President
Clive Roux, CEO

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