The Association of Artists' Agents
The Association of Authors’ Agents represents a wide range of UK literary agents and plays a vital role in championing authors’ rights and driving change across publishing. Their previous website was out of date, both in design and functionality, and failed to reflect the AAA’s forward-thinking, inclusive mission.
The brief focused on attracting new agents to the profession, especially from underrepresented backgrounds, and supporting existing members at every stage of their career.
Client: Association of Authors’ Agents (AAA)
Sector: Publishing / Professional Membership
Services: Website redesign, design system, custom theme development, member portal, iconography and infographics.
My Role
I was responsible for the full design and rebuild of the site, including:
- A custom WordPress theme tailored to the organisation’s needs and workflows
- A scalable design system to futureproof updates and create consistency across the site
- Bespoke icons and infographics to communicate key ideas visually and accessibly
- A gated Members’ Section offering exclusive content like industry news, events, and advice
- UX and IA improvements to ensure the site speaks clearly to multiple audiences: new agents, existing agents, and educators
Results
The updated website strikes a balance between professionalism and approachability, ensuring that the AAA feels inclusive, authoritative and relevant. It now clearly communicates:
- The value of agents in the publishing ecosystem
- The AAA’s support for agents at all stages of their careers
- The fact that agenting is a viable and accessible path for people from all backgrounds
The addition of a members-only area has turned the website into a central hub for AAA communications and community, while the refreshed public-facing site helps raise awareness of agenting as a career.
