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GDUSA Green Newsletter

January 2013

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CSRs ARE GROWING UP

If you see as many design projects as I do, you’d draw a couple of conclusions about today’s corporate sustainability reports: they are proliferating and they are coming of age. As companies come to grips with how sustainable practices can contribute to achieving their overall goals, CSRs are getting more attention and it shows. In general they are more authentic (balanced, accurate and complete), more relevant (addressing the hard issues), more results-oriented (identifying impacts rather than just listing activities), and more graphically appealing (which improves access, readability and credibility). If you have the time and inclination, two excellent “Top Ten” lists of 2012 reports — Elaine Cohen’s on the Sustainable Business Forum blog and Leon Kaye’s on TriplePundit — are absolutely worth reviewing.
 
— Gordon Kaye, editorial@gdusa.com

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CSA PLANTS GREENMARKET ID

CSA PLANTS GREENMARKET ID
Carbone Smolan Agency has developed an identity design and consumer campaign for Greenmarket Co. This is a new initiative from nonprofit GrowNYC, operators of the famed Greenmarket farmers markets, who sell local produce to wholesale distributors in New York City. The goal for the identity design and coordinated campaign is to help bring farm-fresh food to a wider audience by connecting GrowNYC and its network of farmers to restaurants, bodegas and grocery store owners; and to differentiate Greenmarket Co. produce in stores in high-need areas. Explains Ken Carbone: “The Greenmarket is an iconic New York institution, with 54 markets and counting in all five boroughs. It was our goal to leverage the Greenmarket name and design a logomark and cohesive identity to allow GrowNYC the flexibility to speak to a wide audience, from business owners to consumers.”
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CHEN CONQUERS CREATIVE BLOCKS

CHEN CONQUERS CREATIVE BLOCKS
Everyone has hit the wall, drawn a blank, been stuck in a rut or just plain stumped. Throughout a career, no designer can avoid such blocks; they can be encountered at any time, in any environment. Neenah Paper has developed a new ENVIRONMENT® Papers promotion titled “Creative (un)Blocks,” a collection of samples and suggestions to help designers break through these slumps and take their creativity to the next level. Neenah partnered with leading designer Josh Chen to conceptualize and develop the artwork in Creative (un)Blocks, which provide designers with actual printed matter they can turn to when feeling doubt or looking for inspiration. The piece allows designers to see and feel how the ENVIRONMENT brand can naturally create design opportunities in a unique and sustainable way. “When designing Creative un(Blocks), we considered our own struggles as designers and the many hats we’re asked to wear throughout the day,” Chen said. “The final product is a piece that offers numerous approaches to breaking through the blocks that any designer might encounter throughout the day.” Adds Tom Wright, senior director of advertising and design for Neenah Paper: “Creative (un)Blocks is pure inspiration. Not only can it guide you out of an idea slump, but it shows you how premium post-consumer recycled colors, textures and weights can be an inspiring and foundational part of the creative process.”
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CHEN CONQUERS CREATIVE BLOCKS

SURFRIDER SERVES SUSHI DELUXE
Plastic in your sushi, anyone? Pollinate, an advertising and digital agency based in Portland OR is working with The Surfrider Federation to create awareness of the problem of plastics in the ocean, and the impact it has on animals and humans alike throughout the food chain. The print campaign promotes Surfrider’s longtime efforts to protect the world’s oceans, waves and beaches. The series of ads bring the subject into sharp focus with the clever use of simple but effective taglines — “what goes in the ocean goes in you” — and provocative imagery.
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SURFRIDER SERVES SUSHI DELUXE

QUOTE OF THE MONTH

QUOTE OF THE MONTH
“Coca-Cola is intent on growing our business by making a difference wherever our business touches the world and the world touches our business… We recognize that the sustainability of our business depends on the health of the communities we serve. We also know that we won’t reach our 2020 Vision of doubling the business without embedding sustainability in our business to drive efficiency and effectiveness.”
— Bea Perez, Chief Sustainability Officer, Coca-Cola,
from annual Sustainability Report
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POSTER DESIGNS PROMISE CHANGE

POSTER DESIGNS PROMISE CHANGE
Starting this week for the next two months, The Riverside Art Museum (Riverside CA) is presenting Eco Art: Graphic Design for Change. The exhibition features 100 posters designed by select artists championing environmental awareness. The posters are all part of The 4th Block’s Eco-Poster Competition, a design expo with more than two decades of history, that brings together trends and innovations in the international environmental poster. Guest-curated by Ukrainian curator Olga Severina, the posters on display use design as a tool for addressing issues of transportation, air, and water pollution — challenges directly affecting the lives of residents every single day in Southern California. Poster: Joe Scorsone + Alice Drueding
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BEHAR’S NIVEA IS FEELING BLUE
Yves Béhar of San Francisco’s fuseproject is responsible for a new global design language for NIVEA based on the product’s iconic blue tin. Béhar says that the tin wasn’t just the basis of the design, but also a source of inspiration to the design team: for the logo, the packaging, and the overall color scheme. Sustainability issues also rose to the fore in the project: Béhar’s new bottle is both lighter and stronger than previous iterations and, because of thinner walls, equals 15 percent less plastic. And the structural shape was selected to fit tighter on wood pallets, which will likely save 12,600 pallets and 585 tons of carbon emissions per year. The gradual introduction of the new design for the entire NIVEA skin and body care product line commences in 200-plus countries this month.
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BEHARS NIVEA IS FEELING BLUE

CONFERENCE THEME IS RESILIENCE

CONFERENCE THEME IS RESILIENCE
The theme of the upcoming sixth Compostmodern conference is “resilience,” described as “the ability of a complex adaptive system to respond to change, bounce back and continue to develop.” The two day event takes place March 22-23 in San Francisco (thanks AIGA SF!) and will explore how designers can envision and develop social, ecological and economic systems that can strengthen society by developing flexible, redundant, locally sensitive, sustainable solutions. A fulsome roster of designers, entrepreneurs and experts are being assembled to present and also encourage hands-on exercises.
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A DRESSING DOWN FOR LEVIS

A DRESSING DOWN FOR LEVI’S
It was a tough week for Levi’s. On December 5, Greenpeace began a campaign to target the jeans maker as its latest target in a drive to “clean up the apparel supply chain.” On December 13, after being subject to a public report on the practices of its overseas contractors’, and being on the receiving end of a demonstration and negative advertising, Levi Strauss joined with Greenpeace in announcing that the San Francisco company will stop releasing any hazardous chemicals in its manufacturing processes by 2020, and be more transparent about toxicity in their suppliers’ plants. While emphasizing that Levi Strauss garments “are safe” — whew! — David Love, the company's chief supply chain officer, wrote that “we do agree with Greenpeace that the industry needs to take this seriously and think differently about how we use chemicals.” Calvin Klein, GAP and Victoria’s Secret are reportedly next up for special attention.
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HABERMAN TO SPREAD HERB WORD

HABERMAN TO SPREAD HERB WORD
Haberman will help spread the word about Gaia Herbs and its unique “Meet Your Herbs” herbal traceability program. The program allows consumers to trace the purity, integrity and potency of the herbs in each Gaia product – from seed to shelf. Gaia Herbs is a North Carolina-based, certified-organic herbal supplement brand, and the Haberman agency will handle public relations and digital efforts, as well as social media outreach. “Haberman is passionate about pioneering organic companies like ours, and has deep experience telling those stories to the world,” said Ann Buchman, vice-president of marketing, Gaia Herbs. “The agency absolutely gets us and we get them in turn…
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