Last week the American Institute of Architects released a video as part of their new public awareness campaign to "reposition" the organization (which, for the record, I thought was the thing you do in a movie theater when you butt goes to sleep). The glossy if somewhat generic video is inspiring enough and certainly paints the profession in a positive light. I recognize this is part of a larger PR effort, but at this point I'm not sure exactly what the message is that the AIA is trying to communicate. Although I appreciate the sentiment that architects are inherently optimistic, the video perpetuates the notion that architects do mainly large, expensive projects that are beyond the reach of most individuals, small businesses and institutions.
I beg to differ.