"If you develop green technologies, you dream of selling your idea to Al Gore. If you run a design agency, you fantasize about winning AIGA as a client. Originally founded as the American Institute of Graphic Arts, AIGA sets the agenda for design as a profession, an art, and a political and cultural phenomenon. In the world of design, at least in the U.S., there is nothing higher. When AIGA approached Happy Cog to redesign their site, we figured we had no chance at all. With nothing to lose, we spoke bluntly."