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Celery Design
Berkeley CA/Paris France
Celery Design Collaborative focuses on creating communications that have a positive impact in the world. We seek to help companies transform their messages into innovative communication materials that influence audience behavior and catalyze organizational change. Clients include companies in clean tech, healthy foods, renewable energy and community development. Our firm's work has been featured in numerous publications worldwide, including ID Magazine's ID40 list of most influential global design agencies. We recently published the groundbreaking book, Green Graphic Design, published earlier this year.
Why did your firm become interested in environmentally friendly graphic design? We saw huge opportunities for innovation and invention, and a chance to develop a new way of thinking about and doing graphic design. We started in 1997 right at the beginning of the dot com bubble. Only a handful of designers were talking about green design and sustainability, and most were in architecture and industrial design. We looked to these groups and others such as Alice Waters and her pioneering efforts in the organic food movement for inspiration and guidance. We knew that we wanted to work with like-minded people, and began to pitch our ideas and work with key figures in the sustainability movement. Paul Hawken took us under his wing early on, which helped us meet amazing innovators and learn the power of systems thinking.
Has there been a client or internal project or initiative of which you are especially proud? We're proud of the work we've been doing for big companies like HP, Autodesk and EBay. We help them develop ways of thinking and talking about sustainability that are indigenous to their brands, then we turn that into creative communications. We're particularly thrilled about a packaging project we did recently for a small organic chocolate company called Chocolatl. Sales are off the charts. It's nice to see direct, immediate results from the brand strategy and designs. It's harder to see quick success when you work with big global brands.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? Our focus on green design and values-based branding has definitely helped us to gain clients, especially those who are committed to sustainability. Clients come to us because they understand the importance of authentic brand building and values-based communications. Green design is at the core of what we do and how we engage with our clients. We don't use it as a selling tool necessarily, but we do widely discuss our efforts in green design either through our web presence and blogs, lectures, workshops, seminars, and our daily interaction with our clients.
As a practical matter, is the recession making it harder for you or your clients to be green? Some projects have slowed down, but the broader shift toward values-based branding is still moving forward. Green design doesn't necessarily cost more than conventional design, and the returns are better. Clients who have ventured deep enough into this movement see it as a smart investment and have continued to invest. I suspect that some marketers see sustainability as an optional luxury and have pulled back this year, but they tend to focus on a few minor elements of sustainability and miss the huge potential for innovation.
Resonance
Decatur, GA
Effective communication is the goal of everything created by Resonance, an Georgia-based marketing firm. Every decision we make when developing a communication project is to accomplish three goals — capturing attention, promoting quick understanding and highlighting relevance. Our strengths are brand identity, strategy and messaging, and print and interactive communications. Green is also now a core component of communications at the firm.
Why did your firm become interested in environmentally friendly graphic design? We didn't suddenly become interested — that is, the light wasn't switched from off to on. It was already on, though it gained intensity over time. We now view sustainability as a core component of our work, alongside content tone, color theory or other core components. We don't view eco-friendly communication as a value-add, but a fundamental, something to be considered from the start of the project. It's also an opportunity to help a client be a leader rather than a follower in the emerging paradigm.
Has there been a client or internal project or initiative of which you are especially proud? "The Green Outlook" is one. In revamping Appleton Coated's 16-page booklet on green practices, we helped them accomplish two important aims: firstly, providing marketing and design professionals with the latest trend information on eco-friendly printing and design; and second, simplifying the complex (and sometimes confusing) dimensions of "green" to make eco-friendly design more actionable.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? While we don't promote a green philosophy or celebrate the environmental aspects of our work, we do counsel our clients on how to make eco-friendly choices. That experience they have with us is part of our brand. Often, it becomes part of their brand too, as they embrace sustainability in a more complete way.
As a practical matter, is the recession making it harder for you or your clients to be green? No. The differences in cost between green versus non-green are perceived to be much higher than they actually are. Showing the actual cost differences and framing conversations around value, not cost, make it much easier to be green.
Grossman Marketing Group
Boston/Hartford/New York/Washington DC
Grossman Marketing Group is a full-service provider of integrated marketing solutions to customers in fields as varied as financial services, law, biotechnology, education, and the arts. Our main service lines include graphic design (Studio G), printing, direct mail and promotional products, as well as online rewards and incentives programs. We are committed to the environment, and through our Green Marketing & Sustainability Practice, help our clients design and execute environmentally-conscious marketing campaigns as a way to differentiate themselves from their competition and establish an advantage in their respective fields. One of the principal ways in which we have been pioneers in this space is that we print all client marketing and communications materials using certified wind power, at no extra cost. We too are a sustainable enterprise — we are about to celebrate our 100th anniversary and have been family-owned and operated for four generations!
Why did your firm become interested in environmentally friendly graphic design? We are deeply committed to the long-term future of our planet. Therefore, we have made a concerted effort across all of our business lines — from Studio G to all our production facilities — to leave the smallest impact on our environment while helping our clients make the best impression on their constituents. Each new project is an opportunity to deliver a values-laden message at a time when environmentally sound practices are one of the hottest topics on the political, social and business landscapes.
Has there been a client or internal project or initiative of which you are especially proud? An internal initiative we're particularly excited about is our commitment to produce all of our collateral with 100% certified windpower. We made the strategic investment in early 2007 to power our envelope production facilities with 100% certified windpower, using Green-e certified renewable energy credits. We offered envelopes made with windpower at no extra cost. Over the past year, we have worked with approximately 100 clients, including Google and Green Mountain Coffee, to produce more than 250 million such envelopes, which has saved more than 69,500 gallons of oil! We have even been covered in Forbes for these efforts.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? Definitely. It is a huge differentiator for our business, especially since we were first-to-market in our region with a number of green innovations. Sustainability has become a key issue for organizations of all sizes, and they want to work with a design and production partner that is well versed in these practices.
As a practical matter, is the recession making it harder for you or your clients to be green? No. There is a misperception in the marketplace that going green costs more money. If you design with an eye towards sustainability, you can create a piece that is less resource-intensive, using papers and other materials that are environmentally-friendly but do not cost more.
13thirtyone
Hudson WI
I started 13thirtyone in 2005 because I firmly believe that remarkable graphic design stems from unobstructed, one-on-one relationships between designer and client. By working together, we become partners in the creative process, developing phenomenal identity pieces and websites that reinforce your brand and make a statement. Additionally, I've always been conscious of my impact on the world in my personal life. Naturally, this carried over into my business. I use environmentally responsible methods in my design (including using less or recycled paper, choosing soy-based inks, and working with responsible contractors). I'm certified by Green America as an official green graphic designer and listed in their Green Business Network.
Why did your firm become interested in environmentally friendly graphic design? I've always been eco-conscious. I brought this into the business because, right now, savvy customers are paying premium prices for products and services from earth-friendly companies. When you choose green practices, you automatically enhance your brand image and create a marketing advantage. In addition, recent studies have shown that early adopters of eco-friendly processes edge out their competition. You establish a standard of social responsibility that distinguishes your company from the crowd. Being green helps your business. I can do this for my company and I can do this for my clients. Ultimately, my goal is to enhance client images by creating sustainable visual identities and marketing campaigns that make a big and positive impression.
Has there been a client or internal project or initiative of which you are especially proud? The first thing that comes to mind is a self-promotional piece. I needed a smart promotional hand-out for a tradeshow. I needed it to be cost-effective while something that people could reuse and not want to toss away. I developed some eco-friendly tote bags with a local printing company. Instead of slapping my logo on the side, I included a cute illustration with a catchy phrase because I wanted women — the show's target demographic — to want to carry it around afterwards. I chose a bright orange color; in no time, the bags were spotted all over the conference. People kept asking, "Where'd you get the orange bags?" I had women flocking to my booth for a bag to carry around other exhibitors' materials. Best of all, it is reusable, it was affordable, and it keeps my message out there when women take it to the grocery store.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? Absolutely. There are a lot of organizations and businesses looking to promote themselves in an eco-friendly way. With all the green-washing and companies that pretend to "go green," there is a need for eco-conscious design firms that can really educate their clients on how their promotional decisions affect the environment and who can truly provide this service. People respect our a passion for the earth. Right away we have something in common and, as an added bonus, this helps to build a strong client relationship.
As a practical matter, is the recession making it harder for you or your clients to be green? Actually no. I think many assume that "being green takes green" but in many cases, it does not. In fact, I've helped my customers to save money while being eco-conscious. Why pay for paper, printing and postage on a postcard campaign when you can send an email campaign for a lot less plus save on paper waste? Why pay for single-sided, four-color printing when the same objective can be accomplished with a double-sided piece printed with two colors? Being eco-friendly can be a big money saver.
MSLK
New York NY
MSLK is a boutique marketing and design agency based in NYC. We create 360° brand experiences to reinvigorate fashion and beauty companies, especially in the growing green market. Our solutions produce maximum results for brands yet leave a minimal impact on the environment.
Why did your firm become interested in environmentally friendly graphic design?Our environmental commitment began because we wanted to work on projects that made a difference. As designers we feel compelled to use our talents to raise awareness on the environmental issues facing society.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? Green is certainly a hot topic and our self-initiated eco-art installations such as 2663 Urban Tumbleweeds and Watershed, have generated the most publicity in our company's 10-year history. Both projects have been timely with public outcries for reform and served as great conversation starters for clients to think more green as well.
As a practical matter, is the recession making it harder for you or your clients to be green? Certainly the recession is having an impact. Many companies still see going green as inherently more expensive. However, we believe that an environmentally friendly approach doesn't have to cost more. We strive to discover ways to reduce and reuse materials, saving our clients money while reducing the impact on the environment.
Firebelly Design
Chicago IL
Built on a maxim of good design for good reason, Firebelly Design was formed as a socially responsible design studio in 1999 by owner and creative director Dawn Hancock. The studio helps forward-thinking organizations tell their brand story through ethnographic research, authentic messaging and award-winning design. Firebelly's designers, developers and strategists work hard at changing the world through a pragmatic blend of ethical practice, socio-political awareness and cultural relevance. In other words, we create positive world change connecting authentic companies with real people in socially responsible ways.
There was never a conscious decision to be "green" or look for innovative, cost-effective methods of delivery — it was just "the way."
Why did your firm become interested in environmentally friendly graphic design? As a socially responsible studio, "environmentally friendly design" was inherent from the very beginning. There was never a conscious decision to be "green" or look for innovative, cost-effective methods of delivery — it was just "the way." Because concepts like community, sustainability, transparency and authenticity factor into everything we create and the channels by which we deliver messages, environmentally friendly design has always been automatic. Even for high profile clients demanding quality and luxury above all, we've found smart, sophisticated ways to integrate sustainability and environmentally considerate materials and deliverables. We love demonstrating to our clients, peers, competition and ultimately the end user that it is possible (and often easier) to be profitable/successful while supporting your community and the environment.
Has there been a client or internal project or initiative of which you are especially proud? Our approach to pro bono work is especially important and exciting for us. For the last six years, Firebelly has awarded our annual Design + Marketing Grant to nonprofits in need. Providing recipients with an entire year's worth of creativity and strategy, we try to improve grantees from the inside out. Using principles of sustainability, we equip the organizations with skills that ensure continued growth long after the grant is over. Past recipients include: Faith in Place, Illinois Safe School Alliance and Arise Chicago.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? Because of who we are and the types of clients we engage, being socially responsible and forward thinking (and in turn, green) continues to bring us like-minded clients and projects. Fortunately, we haven't had to invest in sales and marketing efforts to promote our methodologies and expertise. Consistency, word-of-mouth and genuine relationship building has been the best way to keep and gain new business.
As a practical matter, is the recession making it harder for you or your clients to be green? There's a big difference between being profitable and looking for profit maximization. We're honest about who Firebelly is, why our methods work and what we're capable of. Clients appreciate our optimism, outlook and the fact that we operate a lean studio. Thanks to our size, experience and dexterity, Firebelly is very comfortable taking risks. This frees us up from a lot of the restraints that large, more traditional agencies suffer from during an economic downturn. On the flip side, the recession is forcing companies to look critically at ways to differentiate themselves and find new, smarter ways to do business — sustainability can resolve both those concerns. So for us, the recession makes being green easier, more exciting and better for business. But it requires serious self-reflection, and making changes that are often disruptive to traditional business practices and discordant with the status quo.
Willoughby Design
Kansas City MO
Established in 1978, Willoughby Design is a brand design and innovation firm made up of strategists, designers and writers. Our commitment to design thinking, sustainable design and corporate social responsibility is reflected in our work, our studio in Westport and our Design Barn in Weston, Missouri. We work in collaborative, flexible teams, assigning the most appropriate mix of professionals to each new project. Key clients, both present and past include: The Kauffman Foundation, Hallmark, Hershey's, Wonder Bread, Nature's Pride, Three Dog Bakery, Einstein Bros., SPIN! Neapolitan Pizza, New Leaf Paper, Organicare and Peruvian Connection.
We are continually pushing our clients and ourselves to be more sustainable and consider the environment in all we do.
Why did your firm become interested in environmentally friendly graphic design? Sustainability has been a core consideration at Willoughby for more than 30 years — even before we had clients interested in exploring sustainable opportunities. Ann Willoughby, our founder, believes we are living through the third era of environmental activity in the last century, and this time around there is a sustainability opportunity for graphic designers. Recently, Willoughby has made strides in cultivating many like-minded client relationships such as Organicare, an eco-friendly luxury line and New Leaf personalized stationery. We are continually pushing our clients and ourselves to be more sustainable and consider the environment in all we do.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? As awareness of sustainability grows, so does interest in Willoughby's sustainable design capabilities. We don't claim to be the end all, be all of green design, as we still have much room for improvement. But so do most of our clients. We think of green design as a systems approach, a way of looking at the impact of all of the activities, cycles, materials, energy and communications of our client's business. With every client, we look for an approach that meets their business goals and builds on their brand position. We've learned a lot about sustainability throughout the years and continually take this knowledge to our clients and prospects, providing them with options for green design solutions.
As a practical matter, is the recession making it harder for you or your clients to be green? Actually, it has not made it more difficult. Clients are learning that making sustainable choices in designing products and communications can positively affect the bottom line. We have assisted clients in reducing waste of unnecessary communications and packaging through critical thinking about design. Green is no longer just printing on more expensive recycled paper. It is considering where the material originated, how it is manufactured, how it is transported, consumed and disposed. Within each of these touch points is an opportunity to design with less impact on the environment while maintaining well designed and enjoyable goods.
Third Planet Communications
Pittsburgh PA
When we — owners Brian Campbell and Richard Hooper — applied our combined, 40-plus years of award-winning experience to form Third Planet Communications, our vision was to create an ever-evolving, eco-aware company. Since earth is the third planet from the sun, we felt strongly that we should exhibit a responsibility and stewardship of our world at the core of our business, and so we have integrated this approach into our offices and, more importantly, into the services we provide.
Why did your firm become interested in environmentally friendly graphic design? From our inception, Third Planet has been committed to learning new ways to both protect our natural resources and to educate our clients. As designers, we are capable of embracing greater responsibility and feel it is important to specify papers, inks, and packaging that leave a lighter footprint on our planet. Providing a more conscientious approach to our clients — so they may consider alternate, recycled or biodegradable materials or think in a more environmental way — can have lasting effects that go way beyond the latest trend. Since we also both have three children (in one case triplets), we strive to be mindful of what kind of world we leave behind.
Has there been a client or internal project or initiative of which you are especially proud? We are proud that we have managed to practice what we preach. Starting with reclaimed warehouse space on Pittsburgh's historic South Side, we installed renewable resources such as bamboo flooring and recycled tabletops to provide unique work surfaces, as well as recovered office partitions and notice boards to finish out our work areas. Of course, we also recycle everything internally from paper and plastic to ink cartridges and computer systems.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? Being 'green' was always a foundation of who we wanted to be as a firm and is an intrinsic part of who we are as a partner for our clients and for potential customers. In a climate where more businesses are becoming more aware, more receptive, or even more expected to embrace eco-friendly opportunities, it has been beneficial. Although we understand that our mission goes significantly past that. If we can continue to be a sound design resource to our clients, one that also advises them on environmentally-friendly options so they are comfortable acting on those recommendations, we will consider our work a success. If designers are green focused and are willing to lead the way with clients and vendors, we will soon realize a greater reward — one with a more long-lasting effect than the next assignment.
As a practical matter, is the recession making it harder for you or your clients to be green? Any mind-change is hard, and the recession certainly increases the scrutiny that clients have about alternate options or doing things differently. That being said, we think the word "change" is something that our clients have come to associate with Third Planet. To remain stationary in a changing world is unwise. Sometimes the evolution happens quickly, but more often it is incremental. Being patient and informed is key to making a good case for clients to go in a more eco-friendly direction. Our clients are certainly optimistic about the future and we are pleased to see much more focus in their desire to go 'green'.
Zunda Group
South Norwalk CT
Zunda Group, LLC creates brands that inspire by designing visual identity and packaging that evokes emotions and connects consumers to their brands. Understanding what visually motivates consumers, and what they sub-consciously seek from their packaging, is reflected in our work and our core area of expertise.
I am fascinated by
James Lovelock's Gaia hypothesis, which says that the Earth exists as a cohesive, living organism.
Why did your firm become interested in environmentally friendly graphic design? Eco-design is a platform of knowledge about which we consult with our clients. As brand and package designers, we must be aware of the issues involved in our planetary health. It is a topic that must be addressed with clients and we are very well versed on it. But remember, society is still on a very steep learning curve when it comes to green; that consumers are confused is an understatement, with the over abundance of greenwash claims, seals and certifications. As William McDonough states, "...it could take forever to accomplish." It is not up to designers to tell a client when it is time to go green or create a green product, but we are influencers and subject matter experts who can help guide them around their packaging needs. The interest is often there but the budget may not be.
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? Green, in and of itself, is not a point of entry for us, but an area of knowledge that allows us to offer expertise to our clients. Similar to our Z~Branding visual insights research process or Strategic Branding and Marketing Consulting or Graphics and Structural expertise, we are subject matter experts and stand ready to consult with our clients about whether they are ready to embark on a green project.
As a practical matter, is the recession making it harder for you or your clients to be green? I do not believe the recession has anything to do with being green. This is first and foremost a cultural issue with lifestyle impact and ramifications. I am fascinated by James Lovelock's Gaia hypothesis, which says that the Earth exists as a cohesive, living organism. To me, the theory explains that we are all interconnected — that individual actions have a direct correlation to the whole. This idea is beginning to permeate consumer culture, resulting in growing numbers of eco-conscious people trying to consume less to preserve the living Earth. They believe they can become individual stewards of the environment and make meaningful contributions by taking small steps on the collective eco-march forward.
Roughstock Studios
San Francisco CA
Roughstock Studios is a San Francisco-based communications studio serving independently-minded organizations. The studio, a San Francisco-certified Green Business, is the solo practice of writer/designer Jess Sand. Sand helps organizations communicate more effectively with audiences by developing messages that engage on the individual level and inspire measurable action. Services include communications planning, copywriting, graphic design, and general problem-solving.
I don't separate
environmental
responsibility from
social responsibility, since people and our systems are
as much a part of nature as forests
or climate issues.
Why did your firm become interested in environmentally friendly graphic design? One of my very first jobs included ad layout for a magazine, and in the midst of churning out these quarter-page ads for local businesses, I found myself laying out an ad for a liposuction clinic. I had a visceral reaction to this. My personal values lean toward the anti-establishment, the feminist, the progressive. I immediately knew I would have to find a balance between the commercial side of design and my own personal values if I was going to sleep at night. I don't separate environmental responsibility from social responsibility, since people and our systems are as much a part of nature as forests or climate issues; this kind of integrated approach to design really just became a survival tactic for me.
Has there been a client or internal project or initiative of which you are especially proud? I'm extremely excited about my current collaboration with designers Eric Benson and Yvette Perullo. We recently launched Re-nourish.com, a practical, accessible sustainable design resource created for designers by designers. As far as I know, Re-nourish is the only site of its kind available to print designers — our goal is nothing short of changing the industry. The site breaks down these complex issues around sustainability, the environment and social impact, and translates them into practical, science-based tools designers can use in their daily work. I'm also writing a book about responsible green marketing, based on a short introductory guide I designed for San Francisco's Small Business Week. It started out as an audience handout, and the interest was strong enough that I converted it into a PDF e-guide. Readers can download it for free here: http://www.keepingitrealgreenguide.com
Does 'Green' help you in your sales and marketing efforts to keep or gain new clients? Even as simple-minded crowdsourcing is driving the base of the design pyramid, there are more and more companies that recognize the value of a systemic approach to business communications, and are seeking out service providers with a background in sustainable design processes. So the fact that I can provide that kind of expertise and access to both theory and practical application is definitely important to my client base. But the key is to find a way to talk about it in a way that draws people in. I use a pretty irreverent approach on my website to describe the steps I take operationally, as well as what I can offer clients (www.roughstockstudios.com/sustainability.html). I try to act as a guide or host, rather than to get up on a soapbox and demand that everyone change their ways "or else." Clients seem to appreciate this, because most of them are just trying to wrap their heads around the issue.
As a practical matter, is the recession making it harder for you or your clients to be green? If we treat environmental issues as separate from the design itself, then it can be more expensive to essentially "tack on" green decisions after the fact. And while that might be perfectly acceptable to some clients, when cash flow is an issue this approach obviously no longer works. However, if you begin a project with the understanding that environmental responsibility is a design component as important as, say, usability, then it's really not difficult or costly to integrate greener decision making into the process.
Susan Newman Design Inc.
Jersey City NJ
A graduate of the School of Visual Arts, I spent my early career working as a graphic designer and art director for various New York-based publishers, including Macmillan and Penguin. In 1994, I established my own design firm. Clients range from individuals and small businesses to multinational corporations. I have numerous awards from organizations and publications including the Art Directors Club, Graphis, Print, Society of Illustrators, and Graphic Design USA. My work is represented in the permanent collection of the Library of Congress. I also have donated my design work to organizations, including the Hoboken 9/11 Memorial Committee, Actors Shakespeare Company at New Jersey City University, Hudson Theatre Ensemble and Chameleon Theatre Company Ltd. In April 2009, I partnered with nature-book author Mary Jo Rhodes to create a custom blog, Frogs Are Green, with which we hope to raise awareness about the massive worldwide amphibian decline.
Why did your firm become interested in environmentally friendly graphic design? Wanting to do my part (as President Obama urges us), I've always been attracted to groups and green initiatives to help our planet. When I design print marketing materials, I make sure to select a printer who cares about the same "green" issues, and will use recycled paper and environmentally friendly inks as much as possible. In talking with "green" printers for our Frogs Are Green products, we make sure the processes won't harm the planet. Our goal is to use only U.S. printers and brands. A few years ago, I launched a line of environmental concept t-shirts to promote "green" living and while the response was positive, I knew there was more to do. With my writing partner Mary Jo Rhodes, we explored environmental causes and settled on the amphibian decline since so few sites were devoted to this cause.
Has there been a client or internal project or initiative of which you are especially proud? We are especially proud of FROGS ARE GREEN, and have been pleased by the positive response from readers around the world in such a short time. The dramatic amphibian decline is an urgent issue, and yet many people are unaware of it. We feel as if we are making an impact. The response has not only been to our message, but to our fun and lively design as well. To help spread the word, we've designed t-shirts that we sell on the blog. A portion of the profits is donated to amphibian conservation organizations. We also plan to design educational eco-friendly materials for children. To get kids involved, we are planning to ask them (through their teachers) to draw or paint frogs and send the images to us so that we can post all the images on our site.
As a practical matter, is the recession making it harder for you or your clients to be green? 2009 has not been a good year for many of our clients. They have seen budgets cut, and funding from the usual sources drying up. But I have seen an increase in email campaigns, which are easier and less expensive to create and send out (and which are, of course, greener than print campaigns). At FROGS ARE GREEN, we'll be doing our part by thinking of nonfinancial ways people can contribute or show they care. We are also developing less expensive products, such as wristbands, educational materials, paper products, and nylon grocery bags.
