Double or Nothing

Preview — Mar 16, 2018

Pentagram partners with AIGA and other design firms in a movement to double the number of women leaders in design.

AIGA has launched Double or Nothing, a new movement to ultimately double the number of women leaders in design. Spearheaded by AIGA’s Women Lead Initiative and a coalition of volunteers from Blue State Digital, Decker Design, IBM, Lippincott, Pentagram, and Quartz, Double or Nothing intends to catalyze massive change by confronting the ingrained biases that exist within the design industry. 

The initiative kicks off during Women’s History Month with the launch of a website, building momentum within the design community to achieve this goal. The website will continually expand and evolve with resources such as a corporate pledge for gender equity, practical toolkits, career advice and insights, and inspiring stories about female designers who are breaking boundaries in their field. 

Pentagram, a lead partner, developed the Double or Nothing creative strategy including the name, brand identity, voice and website design. “We’re working to empower women to have a stronger path toward getting what they want and deserve,” said Emily Oberman, who led the team at Pentagram. “To that end, we’re looking for companies to make a public pledge of commitment and to be held accountable for meeting goals. You can bet that savvy designers will be drawn to those companies working to ensure inclusivity and balance.”

Female design leadership ranges from only four to 11 percent depending upon business sector and individual survey, despite being a primarily female profession (53.5 percent of designers are women, according to the latest Design Census by AIGA and Google). Double or Nothing is a movement to create tangible impact and forge partnerships between women who want to lead, and individuals and organizations committed to helping them do so.

For more information, and to join the coalition, visit To inquire about how your company can get involved, contact

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