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GDUSA Green Newsletter

March 2013

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5,000 AND COUNTING

As the annual report business has diminished for designers and printers – think smaller folios and online reporting – some hold out the hope that corporate sustainability reports may emerge as a countervailing opportunity. How’s that working out? Good. Sort of. The newly released (and highly respected) 2013 Greenbiz State of Green Business Report notes that “freestanding sustainability reports have become mainstream” with 5,000+ now published annually. These are targeted, says GreenBiz, to a broad range of stakeholders, not just investors; interestingly, the desire to project a positive vision to a broad audience sparked the annual report design boom of the ’80s and ’90s. So the business prospects for sustainability report design are promising. But GreenBiz also throws cold (lukewarm?) water on the proceedings by noting that the idea of “integrated” reporting, or IR, is simultaneously taking root. This approach combines conventional financial information with key sustainability data, all focused on investors and beancounters. The IR movement, says GreenBiz, may short-circuit the freestanding sustainability report and, thus, the demand for creative designers. More to come...
 
— Gordon Kaye, editorial@gdusa.com

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FLAME FUELS BIOMASS COMPANY
To reflect their client’s growth from a small family owned business into a $100 million a year global leader in biomass and renewable energy, San Franciso’s MetaDesign has rebranded Factory Sales & Engineering from top to bottom. The solution – a distillation of the name to FSE Energy, use of a modern abstract of a flame to depict the transfer of biomass to fuel through fire, and a brand core “Power Forward” – provides stature and portrays the company as on the forefront of renewable energy technology. “We used an energetic color pallet and strong geometric shapes to symbolize agility and connection,” says MetaDesign Creative Director Stan Zienka. “It was important that FSE retain its established values but at the same time develop a new and modern identity in a sea of competitors.” The identity system is being implemented worldwide throughout 2013.
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INFOGRAPHIC MAKES CASE FOR CANS
An interactive infographic by Lemon.ly, a leader in visual marketing and information graphics, is helping Recyclebank and Coors Recycles educate consumers about aluminum recycling facts. The infographic is featured in “The Case for Cans” online campaign, which is rewarding Recyclebank’s 4 million users for their participation in the program, and sharing data about ecologically responsible waste disposal. The campaign is sponsored by Recyclebank, in partnership with the Coors Brewing Company, which provided a $250,000 pledge via purchases of beer tagged with the campaign’s logo.
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PLAYFULNESS MAKES SERIOUS POINT
Commonwealth and Gentleman Scholar have created an online experience for Chevy Volt owners and prospects. The project combines an interactive infographic portal with three videos. The interactive component explores the Volt’s benefits vis-a-vis other cars, transforming statistics (e.g., gallons of fuel saved) into whimsical imagery. Say Gentleman Scholar Creative Directors Will Johnson and Will Campbell: “The infographic playfulness is really at the core of a lot of our designs, so being able to take those instincts and apply them in a more interactively experiential manner became a great way to exercise our brains.”
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FLEXIBLE IDENTITY IS CAPITAL IDEA
Late last month, the city of Washington, DC launched a 20-year sustainability plan. To help prepare and promote Sustainable DC, the organizers tapped an interdisciplinary team of design consultants including Ayers Saint Gross, ARUP, Reingold LINK, and Bruce Mau Design. The identity and branding strategy was developed by Bruce Mau Design in partnership with Reingold LINK. Having identified more than a thousand ways to make the District more sustainable, the graphics system is purposely flexible to allow the city to showcase new stories and new initiatives as the plan moves forward and evolves. The ultimate goal: to transform the District into “the healthiest, greenest, and most livable city in the United States within one generation.”
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Bridgeport

BIG PICTURE FOR MACROBIOTICS
Pearlfisher New York’s redesign of the GoMacro brand – including identity and packaging for the core MacroBar range – seeks to position the company as a “big picture” food and lifestyle brand. Pearlfisher was asked to devise a new visual and verbal language to simply and clearly convey the values of vegan, organic, non-GMO and sustainably-sourced food, but also to balance the offer with a focus on pleasurable taste. According to Creative Director Hamish Campbell, the solution required challenging the existing codes of the category and championing the virtues of a Macrobiotic diet as full of choice and diversity. The designers also created an ownable secondary language and flavor icons, as well as collateral which includes a set of coasters made out of seeds – which can be planted – and compostable tray outers.
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GDUSA INHOUSE DESIGN AWARDS IS NOW OPEN FOR ENTRIES

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chooseprintQUOTE OF THE MONTH
“In the end, from sustainable forests to the renewable nature of trees and recyclability of paper, the paper and printing industries have a positive environmental story to tell ‒ one in which print on paper and healthy forests go hand-in-hand.”
– Gerry Bonetto, VP Government Affairs for Printing Industries Association of Southern California (PIASC) and a content provider for Choose Print. From an article in the current issue of GDUSA magazine called “Print is Renewable, Recyclable and Sustainable.” Contact: http://www.ChoosePrint.Org

GDUSA'S WEB DESIGN AWARDS IS NOW OPEN FOR ENTRIES

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levi-strauss-back-to-school

LEVI STRAUSS BACK TO SCHOOL
Levi Strauss & Co.is working with the Rhode Island Institute of Design (RISD) to encourage sustainable design education. The thrust is fashion design, but students in programs such as graphic design and interior architecture are joining those from the apparel design and textiles programs. The collaboration emerges from Fabric Transformation Takes Form, a five-week program the apparel company and the design college launched last week. The mission: to embed ecological thinking into the fashion industry as early as possible. Paul Dillinger, Senior Director of Global Design within Levi’s Dockers division, is one of the participants; Dillinger will work with art and design students to intertwine fashion and sustainability within a product. Students and instructors will try to collaborate to find new approaches towards the foundation of fashion design: the sewing, cutting and manipulation of fabric. Additional Levi’s designers are expected to arrive at the end of the program to critique projects and offer advice.
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ace-certified-as-sustainable

ACE CERTIFIED AS SUSTAINABLE
Ace Creative, based in the Boston area, has just been certified as a Sustainable Business Leader by the Sustainable Business Network of Massachusetts.They are the first graphic design firm in Massachusetts to be so certified. The firm specializes in branding, print and interactive design for higher education and nonprofits, and boasts a client list including Harvard, Tufts, Lesley and Georgetown. Shown here: Graphic Designer and Marketing Director Kim Dostaler and Owner/Creative Director Ashley Lazonick Harding.
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DOMTAR KEEPS THE COMEDY COMING
To update its award-winning PAPERbecause campaign, has added a new series of videos that take a humorous approach to highlight the irreplaceable value of paper. The 30-second spots mark the third wave of videos in the campaign that showcases the effectiveness and sustainability of paper. The four new videos lighten up everyday situations, ranging from a bridal shower to a business lunch.
For example: A husband disappoints his wife on their anniversary by choosing to send an e-card instead of paper card with a handwritten note; a woman at a bridal shower receives a hideous vase, but she’s relieved once she locates the paper receipt; a man using his home computer can’t get his new router to work because there are no paper instructions, and he cannot log on to download the PDF; and a waiter butchers his customers’ food orders by not writing them down.“The PAPERbecause campaign has always promoted the responsible use of paper and the need to balance print vs. pixels, and we wanted to illustrate several instances of when paper is the mosteffective way to communicate on a logical and emotional level,” says Paige Goff, Domtar’s Vice-President of Sustainable Business and Brand Management. “Even after 2,000 years, there are times when no substitute for paper will suffice.”
SEE THE VIDEOS >

sfi-vp-engages-native-americans

SFI VP ENGAGES NATIVE AMERICANS
Andrew de Vries has joined the Sustainable Forestry Initiative® as Vice President, Conservation, Indigenous and Government Relations. He will oversee the SFI® conservation program in Canada and engage Native Americans, First Nations and Metis groups both in the development and use of the SFI standard. “I am excited to join the SFI team to continue my career by broadening SFI’s engagement with conservation and Indigenous peoples of North America,” said de Vries, “SFI provides a great opportunity to do both because of its extensive network of participants and its conservation and community grants program.”
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