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

  • Fab@CIC 50 Milk St, 1st Floor, Anchor Boston MA US (map)

Event Intro:

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 audience members prior to a vinyl-cutting workshop run by FAB@CIC.                                     

Event Description:

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. We'll discuss the impact of Aaron's bold design work, brands in which he's 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, you'll 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@CIC's lab.                                            


What You'll Learn:

You'll 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 a selected designers 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 [insert specifications here] and tell us if you would like to be part of the intimate critique. Email Amy -              


Who Should Attend:

Anyone interested in brand design -- entry level to advanced.

RSVP at                                    



5:30pm – Door opens, networking

6:00 – Aaron Talk

7:00 Aaron ""Live Audit"" small group critique

7:15 – Vinyl-Cutting Workshop (Run by Fab@CIC)

8:30 – End