Two leaders who first met at an AIGA conference and ended up married share how a small but mighty chapter built national programs—and how retreats, late nights, and a little chaos shaped their leadership journey. Laurel Webster and James “Jamey” Hersick trace their path from student chapters and dissolving boards to facilitating competitions like Flux, pulling off unforgettable events, and carrying design-for-good values into their client work. Along the way, they recount pyramids, beer swaps, and 6 a.m. lobby hangouts that turned colleagues into lifelong friends.
Key Takeaways
- Small chapters, big impact: Even under 100 members, Blue Ridge launched programs like Flux and Mock Up that went national.
- Jumping in works: Both Laurel and Jamey stepped into leadership without a roadmap and kept their chapter alive.
- Retreats change everything: Omaha, Denver, Grand Rapids, and Raleigh weren’t just meetings—they were accelerators for ideas and friendships.
- Traditions matter: Human pyramids, beer swaps, and the “6 a.m. club” became part of AIGA lore.
- Design for Good lives on: Early AIGA initiatives continue to guide their purpose-driven client work.
- Core values lead the way: Defining principles helped them align business, life, and leadership.
Key Moments in This Episode
- 00:45 – Meeting at Pivot: Laurel and Jamey cross paths in Phoenix over a Design for Good panel and one unforgettable question.
- 03:40 – Long-distance beginnings: Flying between West Virginia and California before deciding to make it official.
- 06:15 – From treasurer to president: Jamey’s reluctant start in Blue Ridge leadership.
- 07:40 – Jumping into the deep end: Laurel volunteers to be chapter president just months after moving cross-country.
- 09:10 – Small but mighty: How Blue Ridge grew student programming and turned Flux into an international competition.
- 13:25 – Retreat icebreakers: Jamey’s first encounter with Debbie Millman—and Omaha’s unforgettable Embassy Suites jungle.
- 16:20 – Pyramid initiation: Laurel’s first glimpse of the human pyramid tradition at Grand Rapids.
- 18:50 – Beer swaps and rooftop hangs: Why retreat room parties built lasting connections.
- 20:30 – Finding belonging: When retreats transformed AIGA from cliquish to “these are my people.”
- 25:20 – Lessons that stick: How facilitation, mentorship, and collaboration still shape their client work today.
- 27:40 – From design to place: Current projects helping Alabama communities connect history, heritage, and future growth.
- 34:40 – Core values in the air: A plane ride that pushed them to define personal and business principles.
- 36:10 – Power of intimacy: Why small chapters created trust, agency, and innovation.
- 40:00 – Punching above their weight: Blue Ridge’s Mock Up, mentoring tours, and even high school outreach.
About Our Guests
Laurel Webster is Principal and Creative Director of Hersick+Webster Creative Partners, the brand marketing agency she co-founded with her husband, James. Their award-winning work helps purpose-driven organizations create meaningful solutions for people and places, earning recognition from GDUSA, Print, and the Art Director’s Club. A California native now based in West Virginia, Laurel also serves on local nonprofit boards, teaches yoga, and stays busy with long-distance running, two sons, and three dogs.
James Hersick is Principal and Director of Strategy and Design Impact at Hersick+Webster Creative Partners, where he draws on more than 20 years of experience to help organizations build thriving, purpose-driven communities. His work spans five continents and has been honored by GDUSA, Print, and the Art Director’s Club. Active in his local community as a board member and organizer, James is also a writer, artist, and outdoorsman—when he’s not busy being Dad to two boys and three dogs.
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Sponsored by: Able Made, The Original Off Pitch Soccer Style: shop now
Sponsored by: Draplin Design Company, check us out!
Sponsored by: The People's Graphic Design Archive: browse, contribute, and research
Sponsored by: Able Made, The Original Off Pitch Soccer Style: shop now
Sponsored by: Draplin Design Company, check us out!
Sponsored by: The People's Graphic Design Archive: browse, contribute, and research
