Sea Change AIGA Leadership Retreat: An Immersive Experience for Design Professionals

AIGA Leadership Retreat in Portland, OR and the Future of Design in Jacksonville

In the summer of 2009, I had the incredible opportunity to attend the Sea Change AIGA Leadership Retreat in Portland, Oregon — an immersive, energizing experience that continues to shape how I think about the creative industry, community leadership, and the power of design.

Thanks to the support of AIGA Jacksonville, I joined hundreds of passionate design leaders from chapters across the country for a three-day journey of inspiration, strategy, and connection. What I encountered wasn’t just a professional development event — it was a powerful reminder of how design can lead change when fueled by shared values, collaboration, and vision.

A National Gathering of Creative Leaders

The Sea Change retreat is more than just a conference — it’s a convergence of design professionals from every corner of the country who are shaping the future of AIGA at the chapter level. Local board members, designers, educators, and creative thinkers came together to reflect on their successes, share ideas openly, and discuss the direction of our industry in real time.

What struck me most was how intentional and supportive the atmosphere was. This wasn’t just about leadership titles or structured agendas — it was about open conversation, genuine connection, and the belief that design has the power to influence culture, community, and commerce on a meaningful level.

In breakout sessions and informal conversations alike, we dove into topics ranging from membership engagement strategies and creative advocacy to student mentorship programs and how to sustain energy within volunteer leadership roles. It was part think tank, part reunion, and part creative revival — exactly what the design industry needs more of.

A Personal Perspective from Jacksonville Beach

As a lifelong resident of Jacksonville Beach and a proud University of North Florida alum, my professional path has always been rooted in our local business and creative community. Traveling to Portland and meeting design leaders from across the country was, in many ways, a culture shock — but in the best possible sense.

The energy was electric. Designers from New York, Denver, Austin, and Chicago shared not only polished ideas and standout case studies, but also their real-world struggles: how to keep chapters engaged, how to elevate member experiences, and how to champion design in environments that don’t always “get it.”

I was expecting camaraderie — what I got was a deeply empathetic, intelligent, and passionate network of peers who genuinely care about each other and about the role design plays in shaping the world around us.

Every hallway conversation turned into a mini-masterclass. We discussed design processes, client education, pricing models, chapter programming, and more. But the most impactful moments came from seeing how committed people were to designing a better future — for their communities, their chapters, and their own practices.

A Shared Responsibility: Elevating Design Through Advocacy

One of the recurring themes throughout the retreat was a powerful one: we have a responsibility to leave this industry better than we found it. That idea stuck with me.

Design is more than a skillset. It’s a vehicle for education, advocacy, and transformation. Whether we’re mentoring students, improving accessibility, or helping small businesses evolve — the choices we make as designers ripple outward.

At the retreat, we were reminded that design has a voice — and that we, as professionals, need to use it. That means advocating not only for good aesthetics but also for smart strategy, inclusive thinking, and ethical practice. It means helping clients understand that design isn’t decoration — it’s a strategic tool that can change the trajectory of a business, brand, or community.

Returning Home with a Renewed Purpose

Coming back to Jacksonville, I carried with me a new sense of purpose — and, admittedly, some frustration.

The contrast between the progressive, design-savvy mindset I experienced in Portland and the day-to-day reality of working in a small business market like Jacksonville was sharp. There’s a tendency here — like in many similar cities — to treat design as a commodity. Budget-first thinking and resistance to bold ideas can wear on even the most enthusiastic creatives.

But instead of letting that discourage me, it lit a fire. Because the only way to shift those perceptions is by doing the work — and educating along the way.

Our clients don’t always know what they don’t know. That’s why design advocacy is just as important as the deliverables themselves. It’s our job to show the value, to explain the process, and to demonstrate how thoughtful design drives real results.

Reigniting the Mission at AIGA Jacksonville

The energy and insight from Sea Change directly fueled my excitement for what’s ahead at AIGA Jacksonville. Our chapter is packed with smart, passionate members, and we’re more motivated than ever to deliver programming and experiences that raise the bar.

In the months following the retreat, our goals became crystal clear:

• Expand membership through more accessible, engaging events

• Build stronger partnerships with nearby chapters and local organizations

• Prioritize community outreach and design education in underserved areas

• Create meaningful opportunities for students, freelancers, and in-house creatives

• Foster collaboration and dialogue across disciplines — from digital to print, UX to motion

We’re working toward a chapter model that reflects AIGA’s national mission: to advance design as a professional craft, strategic advantage, and vital cultural force.

But more importantly, we’re aiming to make sure our efforts are locally relevant and community-driven. Because at the end of the day, AIGA Jacksonville isn’t just about design. It’s about people. Connection. Growth. And creating spaces where every creative feels welcome and heard.

Final Thoughts: Sea Change, Real Change

The Sea Change Leadership Retreat wasn’t just another industry event. It was a transformative experience that reminded me why I do what I do — and why it matters.

It validated the hard work that volunteers pour into our creative community. It sparked new friendships and professional relationships that continue to influence me today. And most importantly, it reminded me that the future of design is ours to shape — if we’re willing to show up, speak up, and lift others up.

Whether you’re a student designer trying to find your voice or a seasoned professional wondering how to stay inspired, there’s a place for you at AIGA. There’s a community ready to support you, challenge you, and grow alongside you.

And if you ever get the chance to attend an event like Sea Change — take it. You’ll come back not just with ideas, but with a deeper sense of what design leadership really looks like.