How to Make the Cut: Brand Identity Talk with Aaron Belyea & Vinyl Cutting Workshop

How to Make the Cut:
A conversation with Aaron Belyea of Alphabet Arm Design and New Balance on building brands, his daring designs, and the educational practice he embodies while helping clients tell their unique story through visual identities. Aaron will also offer a live crit to a few select AIGA Boston members members prior to a vinyl-cutting workshop run by Fab@CIC.

AIGA Boston and Fab@CIC invite you to join us for a conversation with Aaron Belyea, Founder of Alphabet Arm Design and Creative Design Manager: Brand and Visual, of New Balance, and moderator, Amy Parker, Design Director of Woods Creative, on what it means to design identity systems from small scale to internationally recognized brands. Well discuss the impact of Aarons bold design work, brands in which hes made eyebrows raise, and a hear a few tips on how to effectively design for clients in the current speed of business. As an audience member, youll have an opportunity to bring your work to have Aaron critique, check out a vinyl cutting demo, and take your own logo to the cutter to create an unforgettable wall graphic in Fab@CICs lab.

What You'll Learn:
Youll learn about the branding process from a highly successful practicing designer. Aaron will talk about his work, process, and how he works with clients at small scale to international scale. Aaron has offered to give a small-group crit to selected AIGA Boston design members on their own work, and Fab@CIC will show us how to use a vinyl cutter and create our own cuts. Prior to this event you will need to send your graphic and tell us if you would like to be part of the intimate critique. Please send you graphic by Friday, September 14th, with the following specifications: PNG or JPG format 

- Black and white or black only
- Placed on a canvas size of 6"x 6" to 100% scale you would like to cut
- Note: Your cut will be cut from a vinyl color selection from Fab@CIC day of the event. Please email with your graphic and Yes or No for Aarons Crit.

Who Should Attend:
Anyone interested in brand design – entry level to advanced.

AIGA Student Member: $5
Student, Non-Member: $25
AIGA/CIC Member: $10
Non-Member: $35

5:30pm – Door opens, networking
6:00 – Aaron’s Interview Talk
7:00 Aaron’s “Live Audit” small group critique
7:15 – Vinyl-Cutting Workshop (Run by Fab@CIC)
8:30 – Networking, end


Aaron Belyea: After 14 years of running Aaron’s own design studio, Alphabet Arm, it was time to tackle a new set of creative challenges as Creative Design Manager: Brand and Visual at New Balance. Aaron is hands-on, team-playing, call-it-like-it-is, glass-half-full kind of guy, driven by a lifelong passion for design and branding. Typography, creative problem solving, rallying a team, the align tool, creating identities that will serve as the visual cornerstone of a branding system, the smell of the proverbial blank canvas (or even a literal one)... are a few things make Aaron as excited as the work he does every day.

Directions/Parking info:
Fab@CIC, at 121 Devonshire St (the ground floor of the 50 Milk Street building.) Street parking, or parking garages close by.

Event Partners:

Cancellation / Refund Policy

Your registration constitutes permission to use photos, audio, and video recording taken of you at the event for promotional and educational purposes in connection with AIGA Boston. AIGA Boston has adopted the AIGA Code of Conduct with regard to its activities. We reserve the right to refuse admittance for violations of this Code, or other unlawful or disruptive actions. Any concerns should be addressed to the Director of Membership or Community Outreach.


Graphic by: Aaron Belyea  / Amy Parker

When & Where
Wed, Sep 19, 2018 5:30 PM - 8:30 PM EDT
121 Devonshire Street
Boston, MA 02109