IIDA New York

IIDA is the most influential professional organization for the interior design industry. The New York Chapter consists of more than 800 members in ten specialty forums. While based in New York City, the chapter is also represented in three city centers: Albany, Buffalo, and Rochester.

Branding, Print, & Web Design

Project Overview

IIDA New York came to us in need of a complete rebrand, as well as an urgent need to redesign their website so that the growing, volunteer-run chapter could streamline efficiencies and provide a cohesive user experience.

Their website required a complete infrastructure overhaul. As host to a significant number of events and networking opportunities across industry forums and locations, their most significant challenge was a need to consolidated and streamline event registration and management. In addition, the site is a source for member spotlights, news, resources across the industry, photo galleries, and more. We needed to create a user-friendly workflow that would be easy to navigate for members, students, and supporters.

The challenges of the IIDA NY project were multi-faceted. Not only did they require a new modern look, but the brand elements and site structure had to be adapted across their specialties and locations. Plus, managing a client team exclusively of volunteers made it challenging to keep key stakeholders engaged to produce content, and provide feedback without demanding too much of their time.

A side by side comparison of IIDA New York’s logo before (left) and after (right) our redesign

Project Goals

  • Easily identify 10 unique industry forums, and four locations under one brand design
  • Effectively communicate to various audiences (members, potential members, vendors, sponsors, students)
  • Ticketleap integration for population of the calendar and detail pages
  • Organized web design that streamlines user experience while offering extensive resources

Initial logo concepts (left), notes collected during the visioning session workshop (right)

Our Process

We began with a visioning session in New York that gathered key stakeholders and the design team together for an in-depth meeting that determined project goals, key audiences, communication priorities, aesthetic direction, areas of opportunity, pain points, and the competitive landscape to form a clear vision for the project. The final visioning document served as our design roadmap through the life of the project.

Working with the key stakeholder leaders at IIDA NY, we structured our schedule to meet their capacity as volunteers. After our initial visioning session, we hosted meetings remotely via Google Hangouts in order to maximize our time with the client and minimize client travel.

Our creative direction, design, and development teams participated in conversations throughout the process to gain insights into the challenges with the multiple brand identities as well as the website to understand the best approach to meet immediate needs as well as long-term goals.

Finalized new logo mark for IIDA NY (bottom)


The client came to our team with a goal to make IIDA NY feel inclusive to the entire state of New York—not focusing too directly on NYC—as well as finding a way to properly demonstrate the many components of the interior design industry.

Our initial design concepts were inspired by the many facets of the interior design industry via it’s complexity and specialization. We created a single logo that could function as a container that featured a palette of materials or patterns that represent each of the 10 primary specializations within the industry (retail, hospitality, institutional, corporate, etc).

The client responded positively to the idea of a wide range of play within a single mark, but ultimate chose to focus on the idea of many facets via a single mark. We developed a brand system based on the faceted logo, a color system for each of the 10 forums, and supporting design elements.


Our branded business system was developed to be print-ready from day one. We provided final brand standards, and delivered press-ready, high-resolution files and templates that IIDA the client could easily incorporate into anything from business cards to letterhead, to presentations, and beyond.

Finalized sitemap created for the new IIDA NY website (left), notes collected during the visioning session workshop to determine website goals (right)

Web Design

When IIDA NY came to us, their existing site was incomplete, neglected, and not very functional, primarily due to an overly complicated backend editor which made it very difficult for editing and maintenance. Since the timeline for the new website was stretched out over about a year to accommodate key stakeholder involvement, we built a simple interim WordPress site to ensure they could begin to upgrade the user experience and provide value to their members immediately with the new brand identity.

The interim site allowed us to address their current member needs while tackling many of the challenges of the site structure and registration system, as well as the challenge of limited interface time with the client to acquire the needed assets.

Our team detailed the full site and functionality via an extensive sitemapping and wireframing process. This helped our team build the roadmap for all site elements, create smart designs based on client content, and guide the client through the content generation process.

A glimpse into the wireframe phase, where a lot of tough decisions are made regarding the information architecture of the website


The final website was developed on WordPress with custom Ticketleap API integration, allowing all events to be entered in a single place, preventing double entry and making it easier for members and nonmembers to register and stay informed of upcoming event opportunities.

The new site structure is easier to navigate, allowing key audiences to interact with the appropriate resources available for each of the 10 industry forums. In addition, the accessible dashboard empowers the client to modify and update content on an as-needs basis.

IIDA has more than 30 chapters worldwide, and this new site for the IIDA NY Chapter aims to change expectations for what is possible within the IIDA ecosystem.

Let’s Work Together

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