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CATALYST Strategic Design Review, Issue 1


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In the spring of 2009, I was one of the founding members of this publication for the Design Management graduate program at Pratt Institute: Benign by Design: NYC …

In the spring of 2009, I was one of the founding members of this publication for the Design Management graduate program at Pratt Institute: Benign by Design: NYC

I was responsible for designing the masthead, cover and internal spreads of the magazine. I also co-wrote the article about the Highline and was the executive editor responsible for the final product.

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  • 1. Strategic Design Review SPRING/SUMMER 2009 BENIGN BY DESIGN:The High Line: Reclaiming Urban Assets I A Call for Resourceful Architecture Spring/Summer 2009 CATALYST 1(Re)Designing Education I 9 Things to Know About Pro Bono I Eco Web 2.0PLUS Catalyst Voices: Insights, Ventures and Explorations of the Pratt Design Management Community
  • 2. Catalyzing the Conversation 2 Catalyzing the Conversation Catalyst What to Expect Benign by Design: NYCCatalyst was designed to stimulate thinking and encourage conversation Managing Editors: Erin Weber,about the role of strategic design in making and shaping an economy that Maggie de la Vega, Holly Burns 4 Two Centuries of New York City A visual history of Innovationis generative, humane, resourceful and "good by nature." Our first issue Layout Design: Erin Weberexamines the design of everyday life: our cityscapes, our buildings andeducational systems. We explore the consequence of deeply contexted and Copy Editors: Maggie de la Vega, 6 Reclaiming Urban Assets: A Call to Action Denise Tahara, Eileen Kiley, Hollycommunity-focused design strategies that can enrich and sustain. Case Study on The High Line Burns, Erin WeberA global economy need not threaten community or commons. Robust Illustration: Holly Burns 14 A Core 77 original accompanied by A Manifesto in Actioncommercial activity can enable and enliven. But this will require that design Design Advisor: Merv Garretson actionable resourcesserve life and that design strategists catalyze the transition from an economy Brand Advisor: William Schroederthat generates negative consequences for human health and environment toan economy that is truly generative: benign by design. Cover: High Line, New York City, Joe 18 A Call for Resourceful Architecture Sternfeld © 2000 A Strategy beyond LEEDCatalyst is an international dialogue on strategic design sponsored andpublished by the graduate program in Design Management at Pratt Institute A special thank you to who kindly donated our subscription to 26 (Re)Designing Urban Educationof Art and Design. We begin the conversation where we are located, in New The Harlem Childrens Zone their innovative, digital newsstand.York City, a city which has established itself as a leader in the design ofurban space, social transformation and economic innovation. 34 Designing Web 2.0 for the Environment Q&A with the founders of ioby.orgMary McBrideDirector of the Design Management Program at Pratt Institute What to Expect Catalyst was designed as a resource 40 9 ThingsfromKnow AboutDesignBono Insights to Pentagram Pro for practicing and aspiring design leaders interested in advancing triple bottom line thinking and strategy. Catalyst VoicesExcerpt from the "Pratt Anthem":"...Only where the mind is free, We have included numerous external links throughout the articles and in the 43 Buses Get Street Cred Capitalizing on GPS Technologyand dreams are tempered into skills, form of "related resources" at the end of each article.Will come the healing hands to stay, 48 Composting the "American Dream" Reflections of a Recent Graduatethe cities and the nations ills..." Catalyst is accompanied by a blog that will be our means of continuing the conversation between publications. 49 Business Ecology Model Visualizing how Design Management Postings will be related to, as well is Integrated into Business as, unique from those in the digital publication. Columns The next Catalyst theme will be 52 Tools forofCatalyzing Change Tools Reviews Design Management "Designing a Climate Safe Economy." Please submit article concepts and Ventures and Exploration notes to 54 Ventures and Explorations of the News from Alumni and Staff Pratt Design Management Program22 CATALYST Spring/Summer 2009 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 3
  • 3. NEW YORK CITY has a long history of being an incubator for innova-tion and new thought. Timescapes: A Multimedia Portrait of NewYork narrates the city’s story through imagery and visual graphics.The video presentation inspired the compilation of these excerptsthat set the stage for how New York City has become a hotbed for 1792: Late 1700s: 1811: Late 1800s: Wall Street welcomed the The South Street Seaport Mayor Dewitt Clinton proposed Middle class New Yorkerscreative solutions. The remainder of this publication will delve into first financial markets and was the first port to a strategic street grid that would moved their familiescurrent initiatives, which embody the same level of innovation. investment houses with an send ships on a regular support 10 times the population uptown and to Brooklyn agreement that launched the schedule, whether or of the time and a need for public Heights, becoming the New York Stock Exchange. not they were filled. space, namely, Central Park. world’s first commuters.Adjacent is a timeline highlighting New York Citys history of innovation.Below is a freeze frame of Timescapes. The multimedia presentation canbe viewed in its entirety at the Museum of the City of New York. Credit Timescapes: A Multimedia Portrait of New York was conceived and directed by Jake Barton of Local Projects and James Sanders. The map and historical references have been adapted from the original multimedia presentation. Related Resources Museum of the City of New York: Local Projects, a media design firm: www.localprojects.net4 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 5
  • 4. Written by Maggie de la Vega & Erin Weber Maggie de la Vega is a student in the Pratt Design Management program and works for a high-end Manhattan residential architecture firm as a Business Manager and LEED Coordinator. Maggie received her Bachelor’s in Business Administration from the University of Colorado, in Boulder. Erin Weber is a student in the Pratt Design Management program. She spends her weekdays directing the marketing initiatives and designing ads for a luxury furniture company based in Manhattan. Erin received her undergraduate degree in Communication Design and Psychology from Carnegie Mellon University. THE HIGH LINE Reclaiming Urban Assets: A Call to Action The High Line transforms the concept of urban wilderness from one of abandonment to one of environmental, social and economic impact. Although the High Line has received ample press to date, we felt it fitting to salute the project in anticipation of its grand opening during the Summer of 2009. In looking closely at strategic design in New York City, we could not help but acknowledge the High Line as an outstanding example of recognizing a hidden asset in order to revive an urban landscape.6 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 7
  • 5. Front spread:Photographs takenby Joe Sternfeldinspired the foundersof Friends of theHigh Line to launchthe reclamationproject. [JoeSternfeld © 2000.] Rendering of the first section of the High Line; starting at Gansevoort and stretching north of 14th Street. immersion, strolling ‘within’ and ‘amongst’ rather than feeling distanced from.”1 Further, the design of the High Line honors the structure’s history with the preservation and than a mile up Manhattan’s West Side from the restoration of the art deco railings and the preser- Meatpacking District through the Hudson Yards vation of the historic railroad tracks themselves. and Hell’s Kitchen neighborhoods. As a further testament to sustainable design prac- David and Hammond later reflected, “In their tices, it is this very re-use of an existing structure, An example of his- 2004 competition entry, Field Operations and which illustrates conscious resource management. torical preservation through the refur- Hammond established Friends of the High Line, Diller Sconfidio + Renfro showed us a proposal that Additionally, the preserved intricacies of the High bishing of art deco a community-based group that spearheaded the retained the sense of wilderness and mystery of the Line, such as railroad ties, steel beams and railings, railings found along design competition, fund raising and collabora- original High Line landscape. It celebrated all that support the wonderment of the space, whispering the original, elevated stories of the past to future generations. railroad structure. tion necessary to make their vision a reality. They was great about the High Line’s past while making [Joe Sternfeld © actively opposed the demolition of the elevated rail- the High Line accessible and giving it a future.”1 2000.] road tracks, a measure that had been signed into Recognizing a Community Asset action by outgoing Mayor Rudy Giuliani in 2002. The High Line is a public park that has been rein- The project began with a unique definition of Building with Nature vented from abandoned elevated railroad tracks “park” inspired by a competition that gathered The design of the High Line is a graceful conver- that were once the life-blood of Manhattan’s West the ideas of novices and professionals alike. The gence of nature and industry, an exquisite paradox Side manufacturing and shipping industries. Commissioner of the New York City Department of that makes the space so unique. A unique, modular In the summer of 1999, Joshua David and Parks and Recreation has described it as, “A park planking system has enabled a dynamic installa-Information Robert Hammond united with an innovative vision unlike any other, the High Line will be lifted 29 tion of alternating planks and plant life, as evidentgraphics designedto represent the to transform the decaying railroad tracks, which feet above the street, linking 22 blocks, connecting in the illustration below. As the principal of Fieldvarious possible had been abandoned twenty years earlier, into a three neighborhoods, even passing through the Operations explained, “This intermixing of plantsrelationships community destination and landmark. David and interiors of buildings.”1 The park stretches more with paving creates a rambling, textural effect ofbetween the modularwalkway planksand plant life.[James Corner FieldOperations and DillerScofidio + Renfro.Courtesy of the Cityof New York.]8 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST Spring/Summer 2009 CATALYST 9 9
  • 6. Designing Buy-In public officials with a vision of how the park could “This project has always been about images.”1 It be revitalized and developed.”2 Through various “This began with the photographs Joel Sternfeld took forms of visual media Field Operations and Diller between 2000 and 2001. The images depicted the Sconfidio + Renfro enabled their audience to project High Line in its naturally evolved state of vegeta- virtually “experience” the High Line long before tion cohabitating with industrial structure. His construction began. Friends of the High Line went has photos inspired community members like David further using a blog and videos to champion their always and Hammond to quite literally “see” potential in the structure and question the plans for demolition. cause. As New York Mayor Bloomberg expressed, “It is been Next came the careful translation of creative also a testament to how much we can accomplish vision into realistic renderings that inspired support through public-private partnerships, which combine about from the necessary government bodies as well as the best talents and resources of government, theimages.” donor support to fund the large undertaking. “As part of its strategy, the coalition to save the High business community, and nonprofit organizations.”1 As New York City continues to create a cauldron Line held a series of open meetings where they of sustainable design initiatives, it is the strategic used a wide variety of photos, illustrations and formation of public and private partnerships that diagrams to present the audience, the media and will ensure the economic vitality of the projects. Intricate information graphics represent- Both graphics: James Corner Field ing the possible evolution of natural life Operations and Diller Scofidio + Renfro. on the High Line (below) and community Courtesy of the City of New York. use of the space (right). James Corner Field Operations and Diller Scofidio + Renfro. Courtesy of the City of New York10 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 11
  • 7. Growing Value Strategy in ActionThe High Line offers the New York community awealth of environmental, social and economicvalue. It brings wildlife and plant life to an otherwiseindustrial area mostly covered in cement andasphalt. The wilderness brings more than muchneeded public recreational space; it also serves High Line:as a cooling agent to offset heat reflected from Creative Asset Allocationseemingly endless blocks of concrete and glass.At a time when the climate change crisis demandsaction from all sectors, the environmental benefits > DESIGN transparent visualof adding green space in urban areas are gaining communicationmore attention. Culturally, the park is an oasis for recreation > UTILIZE a breadth of digitaland interaction between community members. and print mediaAs James Corner, Principal of Field Operations,explains, “The strategy is to slow things down, > FACILITATE private/public partnershipsto promote a sense of duration and of being inanother place, where time seems less pressing. > RECLAIM existing infrastructureLong stairways, meandering pathways and hidden Rendering ofniches with seating encourage taking one’s time.”1 the sundeck > INTRODUCE nature to theSimilarly, architect, Richaro Scofidio describes, which features built environment“Access points are durational experiences designed a wading pool. Located betweento prolong the transition from the frenetic pace of 14th and 15ththe city streets to the slow, otherworldly landscape streets.of the High Line.”1 As the neighborhood arteriessurrounding the High Line have transitioned awayfrom industrial uses, local residents and workers The Southern- most entranceare deserving of this calming, community space. to the High Line at Gansevoort This unique offering of a natural oasis in an urban Street.environment will likely make New York City moreattractive in the eyes of home buyers, corporationsand tourists. As evidenced in the surroundingdevelopments by some of the most notablearchitects in the industry, the High Line has alreadyfueled much local real estate attention. Beyondsatisfying an acute environmental and social References 1. Designing the High Line, 2008need, the project provides significant economicincentives for civil involvement. Motivations come 2. Visualizing Information for Advocacyin the form of tax revenues from newly developed written by John Emersonproperty, increased property value surroundingthe elevated park and increased tourist traffic. AsMayor Michael Bloomberg touts, “In years to come, Related Resourcesit is destined to become one of our city’s most Friends of the High Line: www.thehighline.orgtreasured and iconic public spaces.”1 The High Line Blog: Because the High Line is a truly unique A collection of videos about the High Lineundertaking in the U.S., it serves as a beacon, a Architecture firm Diller Scofidio + Renfrocall to investigate our urban environments that Landscape Architecture firm Field Operationshave been abandoned. It is imperative that a callto action include uncovering and deploying assets Catalyst Blogthrough creative thinking, particularly in urban Continue the conversation about the High Line onredevelopment. Through strategic design these the Catalyst blog.spaces can bring a windfall of benefits. As Americais faced with “reinventing” herself, perhaps See how another iconic NYC landmark, themaintaining a sense of wilderness as a part of Empire State Building, is being upgraded toprogress is a small step in the right direction. sustainable status.12 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 13
  • 8. 1000 Words: A Manifesto Teach Sustainability Early for Sustainability in Design Design education is at a crossroads, with many schools understanding the written by Allan Chochinov, originally published at potentials, opportunities, and obliga- Screws Better Than Glues additional resources compiled by Maggie de la Vega and Erin Weber tions of design, while others continue to teach students how to churn out This is lifted directly from the Owners pretty pieces of garbage. Institutions HP is known for designing its products with a Manifesto, which addresses how the that stress sustainability, social respon- strategy for recycling. The company released people who own things and the people Green IT for Dummies in order to share best sibility, cultural adaptation, ethnography, who make them are in a kind of partner- I dont like the word manifesto. It reeks of dogma and rules—two things and systems thinking are leading the practices. ship. But its a partnership thats broken I instinctually reject. I do love the way it puts things on the line, but I way. But soon they will come to define down, since almost all of the products dont like lines, or groups. So a manifesto probably isnt for me. The what industrial design means. (A relief we produce cannot be opened or other thing about manifestos is that they appear (or are written so to those constantly trying to define the repaired, are designed as subassemblies as to appear) self-evident. This kind of a priori writing is easy, since discipline today!) This doesnt mean no Systems Before Artifacts to be discarded upon failure or obso- you simply lay out what seems obviously—even tautologically—true. aesthetics. It just means a keener eye on lescence, and conceal their workings in Of course, this is the danger of manifestos, but also what makes them costs and benefits. Before we design anything new, we a kind of solid-state prison. This results fun to read. And fun to write. So Ill write this manifesto. I just might should examine how we can use what in a population less and less confident already exists to better ends. We need to in their abilities to use their hands for not sign it. The New York Harbor School is a public think systems before artifacts, services anything other than pushing buttons and charter school that uses the New York wa- terways as a laboratory for learning. before products, adopting Thackaras mice, of course. But it also results in Anyway, here they are. Exactly 1000 words: use/not own principles at every step. people fundamentally not understanding For kids: the EPA designed a fun poster And when new products are needed, the workings of their built artifacts and that walks children through the life cycle theyll be obvious and appropriate, and environments, and, more importantly, of a CD. then can we conscientiously pump up not understanding the role and impact fossil fuels and start polymerizing them. that those built artifacts and environ- Product design should be part of a set of Hippocratic Before Socratic ments have on the world. In the same tools we have for solving problems and way that we cant expect people to "First do no harm" is a good starting Stop Making Crap celebrating life. It is a means, not an end. understand the benefits of a water filter point for everyone, but its an especially when they cant see the gunk inside it, we good starting point for designers. For a And that means that we have to stop Recommended Reading: cant expect people to sympathize with group of people who pride themselves making crap. Its really as simple as In the Bubble: Designing a Complex World greener products if they cant appreciate on "problem solving" and improving that. We are suffocating, drowning, and by John Thackara the consequences of any products at all. peoples lives, we sure have done our poisoning ourselves with the stuff we Green IT for Dummies by Hewlett-Packard Best Practices: Steelcase products fair share of the converse. We have to produce, abrading, out-gassing, and designed for disassembly. remember that industrial design equals seeping into our air, our water, our mass production, and that every move, land, our food—and basically those are every decision, every curve we specify is the only things we have to look after multiplied—sometimes by the thousands before theres no we in that sentence. and often by the millions. And that every It gets into our bodies, of course, and one of those everys has a price.We think it certainly gets into our minds. And that were in the artifact business, but designers are feeding and feeding this were not; were in the consequence cycle, helping to turn everyone and business. everything into either a consumer or a consumable. And when you think about Check out the Designers Accord five it, this is kind of grotesque. "Consumer" guiding principles which serve to initiate isnt a dirty word exactly, but it probably positive environmental and social impact oughta be. through design: The embargo has left Cubans with a fleet With the failed historic strategy of of aging automobiles. Americas big three auto makers, it will be Everyone seems to be interesting to watch how sustainable cars a mechanic. A hidden benefit is a cultural ap- develop and make their way onto the scene. preciation for technology Check out the Good Magazine article "Dont and innovative intimacy Kill Your Car" highlighting the newest that enables drivers alternative fuel vehicles coming to market like this one to solve (Spring 2009). For all designers and trans- problems on the fly. portation junkies alike, we have an amazing opportunity to redefine quality in transport.14 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 15
  • 9. Why does our packaging so often outlive the Metrics Before Magic consequences of a material or process or assembly in a design youre consid- products it is meant to Metrics do not get in the way of being ering, maybe its not such a good transport? Companies such as Sun Chips creative. Almost everything is quantifi- material or process or assembly to are beginning to use able, and just the exercise of trying to begin with. There are more and more biodegradable polylactic frame up ecological and labor impacts people out there in the business of acid (PLA), a corn-based polymer to replace tradi- can be surprisingly instructive. So on helping you to find these things out, by tional packaging. Unfor- your next project, if youve determined the way; you just have to call them. tunately, PLA is a step that it may be impossible to quantify the in the right direction, but not the final answer due to the scarcity of neces- The Industrial Design Consultancy created sary composting condi- a free Life Cycle Analysis Calculator. tions and its reliance on foodstuff for production. Read more in the Learn more about the Sustainability Smithsonian Magazine. Worksheets on page 53. LCADesign software for calculating the environmental impact of construction based on design renderings. Context Before Absolutely EverythingDesign for Impermanence Understanding that all design happensIn his Masters Thesis, "The Paradox of within a context is the first (and argu-Weakness: Embracing Vulnerability in ably the only) stop to make on your wayProduct Design," my student Robert Climates Before Primates to becoming a good designer. You can beBlinn argues that we are the only species a bad designer after that, of course, butwho designs for permanence—for This is the a priori, self-evident truth. If we have any hope of staying here, we you dont stand a chance of being a goodlongevity—rather than for an ecosystem one if you dont first consider which everything is recycled into need to look after our home. And our anthropocentric worldview is liter- Its everything; in graphics, communica-everything else. Designers are complicit tion, interaction, architecture, product,in this over-engineering of everything ally killing us. "Design serves people?" Well, I think weve got bigger problems service, you name it—if it doesnt takewe produce (we are terrified of, and context into account, its crap. And youoften legally risk-averse to, failure), but right now. already promised not to make any moreit is patently obvious that our ways and of that.means are completely antithetical tohow planet earth manufactures, tools, Greg Mortenson dedicated himself to raisingand recycles things. We choose inorganic Look out for Copenhagen Design Week funds to build a school in a remote Afghanmaterials precisely because biological (August 27- September 6, 2009) to be village. When he arrived with the necessaryorganisms cannot consume them, while a prelude to the United Nations Climate supplies, the village elders thanked himthe natural world uses the same building Balance Before Talents Change Conference which will take and explained the more immediate needblocks over and over again. It is indeed place in Copenhagen this December. for a bridge to shorten the long journeyCradle-to-Cradle or cradle-to-grave, Im The proportion of a solution needs to to the next village. The elders understoodafraid. balance with its problem: we dont need the broader context and basic needs of the a battery-powered pooper scooper to children. The bridge was built, followed by pick up dog poop, and we dont need a This point is particularly true when design- a school. Mortensons journey and inspiringTo learn more about how to incorporate car that gets 17 MPG to, well, we dont ing for social impact, when resources are work in Afghanistan are chronicled in theBiomimicry into design strategy, check out need that car, period. We have to start scarce and their strategic deployment all novel Two Cups of Tea.this TED talk by Janine Benyus: balancing our ability to be clever with the more critical. Check out IDEO and the12 sustainable design ideas from nature. our ability to be smart. Theyre two Rockefeller Foundations Design for Social different things. Impact How-To Guide. Catalyst Blog Add more resources on the Catalyst blog.16 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 17
  • 10. A Call for ResourcefulArchitecture Randolph R. Croxton, FAIA First things First Maintainability You can’t begin to address sustainability until you New York City has evolved a dense, inherently effi- have solved maintainability. The value of a building cient urban order supported by an exemplary mass over time depends on design for fully enhanced ease transit system. More recently, Mayor Bloomberg of access to all systems for repair, maintenance and has initiated a well-publicized sustainability initia- replacement. tive and we see heavily marketed ‘green’ buildingsRandolph R. Croxton, FAIA popping up on a regular basis. Given these veryA founder of sustainable and `green architecturein America and recipient of the USGBCs National positive developments, one could easily conclude Continuity of Operations/MissionLeadership Award in 2005 and 2008, Mr. Croxton that the City is well on the way to a sustainable This fundamental design attribute creates ‘accesshas led his firm in their receipt of the professions transformation and that carbon neutral or energy mapping,’© a protocol which enables retrofit andhighest award for sustainable design, the National maintenance without interruption of ongoing functions.AIA COTE `Top Ten Award in three consecutive neutral buildings are just around the corner.years: 2005, 2006 and 2007. Having authored However, much like the futuristic predictions of thethe first sustainable design green guidelines in 1950s and 1960s which envisioned fleets of personal Benign Renovation1994 (preceding LEED 1.0 by four years) and more helicopters as the solution to traffic jams in the New Avoidance of Destructive Demolition:recently the precedent-setting World Trade CenterSustainable Design Guidelines issued in 2003, York of 2000, these expectations will first have to Interior design/detailing for ‘facilitated disassembly’©;Mr. Croxton brings a unique perspective to the be tested against the realities of economics, demo- massive reduction in toxins and particulates =challenges and opportunities of building in the reduced health risk/ 2008/2009 Economic Meltdown Era, moving graphics and the laws of physics. In truth, we have a long way to go.beyond conspicuous consumption to a moredurable and sustainable prosperity. Sustainable Transition Planning Our current “Green Building” models, even The key strategic attribute of a building’s design in the the best of them such as the US Green Building 21st century is the anticipation of sustainable upgrades Council’s LEED® Rating System, are still awarding over time. Maximum solar harvest and next genera- The solar clock/ buildings with little or no improvement in energy tion renewable upgrades need to be quantified and calendar at Johnson efficiency. Projects registered prior to June 26, 2007, anticipated in the ‘opening day’ design. Hall of Science measures hours, have no minimum energy performance required days and months via beyond the ASHRAE 90.1 code while those after the daily traversing that date must achieve energy savings of 14%. These four strategic advantages are not point of sunlight. In 2008 approximately 10% of the LEED projects embodied in our current green models. More awarded had no energy points.1 More importantly, importantly, our most publicized exemplars of the measures of success continue to reward a sustainable design tend to carry a very high price “finish line” building. That is, you get your Silver or tag. As a result, ‘green’ buildings remain marginal- Gold or Platinum award based on compliance with ized, representing less than 10% of new construc- a checklist of universal, pre-set performance objec- tion. No matter how many studies are developed to tives at the time of initial occupancy. show that the additional cost of ‘green’ buildings If we are to move to the next level of sustain- is only 5% or 3% or 2% or less, the impression is left able performance in architecture (i.e. as described that they cannot be achieved within market rate by objectives of Architecture 20302 and other constraints of schedule and budget. pathways to carbon neutrality) we must break this An unfortunate contributor to this pattern ‘finish line’ mentality and begin to create ‘future- is that many architects view the sustainable or directed’ buildings. By this I mean a more open- ‘green’ dimensions as add-ons to their building as ended architecture that is a facilitator of business/ usual. This attitude results in highly visible added technology flexibility and evolution of mission over costs that are often eliminated during the value- time. Among the strategic advantages of such a engineering process or give birth to yet another building: more costly ‘green’ building.18 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 19
  • 11. The Johnson Hall of Science from day one and leaves the economic ‘room’ in the overall budget to deliver sustainable/envi- dimming/fully addressable lighting system as well as the project’s incorporation of the highest was awarded New Yorks first ronmental excellence at the benchmark (typical) costs for a building type in its region. This in no performance glazing system then available and sloping ceilings that create a much larger space LEED Gold certification for way precludes the client who wishes to provide for the light-filled labs. Saint Lawrence University a generous or experimental exemplar of sustain- took delivery of the first commercial installation of a university while keeping ability at whatever budget they choose, but such the PPG Solarban 70XL glass which exemplifies projects are the exception to the rule and the importance of the high-performance tracking construction costs 25% below will not provide the process at Croxton basis for a consensus Collaborative Archi- the regional benchmark. pathway forward. tects that facilitated this strategic upgrade This is a design chal- This is a design challenge of the during the construc- lenge of the first order and will determine if first order and will determine tion phase. sustainability in build- if sustainability in buildings can Beyond the LEED ings can emerge as a Guidelines and the high-value norm or will emerge as a high-value norm or economies of cost Dramatically continue to be in most cases “nice, if we could will continue to be in most cases per square foot is the daylit labs feature transparent hoods, strategic significance afford it.” “nice, if we could afford it.” of additional design optimum ceiling shapes for deep performance resulting daylighting and The new Johnson from the design team’s continuously Hall of Science, which dimming ceiling commitment to a Croxton Collaborative fixtures that capture process of continuous improvement. Following is the economy of the Architects recently completed for St. Lawrence a list of five specific attributes not currently incor- natural light. University in Canton, NY in collaboration with porated in LEED that serve to advance best sustain- Stubbins Associates, is an example of this able practice. ‘resourceful architecture’ and achieved the highest In the early days we envisioned that the LEED statewide levels of environmental performance framework would not only provide third party affir- for its building type. There were no illusions of mation and industry consensus, but would also extra money for ‘green’; on day one we were told act as “training wheels” to bring the practitioner’s that the University was interested in pursuing attention to the vast array of value-enhancing the project as LEED Certified (the lowest level of design strategies that are inherent in sustainability designation), “if we can afford it." and its ‘triple bottom line’ approach (more about that later). Once these potentials were identified, In March 2008, Johnson Hall of Science was we felt that architects would naturally move on to awarded LEED Gold, the first university building higher levels of sustainable performance in build- in the State of New York to achieve a Gold or Plat- ings. Unfortunately, in practice the LEED guide- inum LEED designation. The construction cost lines, like many a code reference before, have all for the building was $263/sq.ft. which is approxi- too often become a stopping point. Having taught mately 25% below the regional benchmark price a course, ‘Architecture and Sustainability’4 to for University Bio-Chemistry Teaching Labs.5 The architects over the last fourteen years, I have often surrounding images convey the slender wings heard the lament that the client does not want of the building (fully day lit) which form a large to spend a penny more than what is absolutely sheltered ‘outdoor’ room bounded on the south required to achieve a given LEED point. My own by a 2-story glass bridge. The entry lobby acts as experience is that the owner has no objections to a ‘solar observatory’ whose main feature is a full- these added values if they are achieved within the height, full-width solar clock/calendar (dial plate) project budget. against which a point of light traces the solar time of day and seasonal change by month. In order to have national impact and to under- take the challenge presented by ‘carbon-neutral‘ The exterior wall and glazing have been opti- buildings we must first be able to demonstrate mized for day lighting, glare control and thermal an overall ‘resourceful architecture’ which can performance at this extreme north latitude; be built at no net ‘green premium.’ That is to say, however, the composition and geometry are very a rigorously efficient and economical building straightforward and constructible. The economy concept that is integrated into the design process that flows from the simplified exterior wall and relatively spartan interior materials palette is South Elevation transferred over to the sophisticated full-range20 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 21
  • 12. Life Safety, Daylit Spaces Resourcefulness: First Principlesand Outdoor Rooms and Gravity Driven SystemGoing Beyond LEED and Current Practice, Johnson Hall not Going Beyond LEED and Current Practice, Johnson Hall ofonly achieves the Daylight and Views Credit, but also brings Science not only achieves the Storm Water + Sustainableadditional levels of borrowed light into all public corridors, Sites Credit, but also (in consultation with St Lawrenceassuring each occupant a visible pathway for egress even if Faculty and students) incorporates a new constructed biofil-all building systems fail. Breaking open the typical science tration wetland next to the Little River which treats bothbuilding mass into slender parallel wings, orienting north/ the project’s storm water and, in addition, the previouslysouth and connecting the two upper floors on the south end untreated storm water from the grouping of adjoining build-of the building with glass bridges, has also created a sheltered ings on an additional 6.7 acres of campus for a total of 11.2wind break and solar ‘catchment’ for the limited winter solar acres. A key sustainable site attribute for this system designloads at this northern setting. The indoor/outdoor connection was the advantageous drop in grade down to the Little a constant reality to all building occupants; during daylight However, a combination of sub-grade obstructions to the east Using natural systems to create ahours, all rooms receive 50% indirect light and 50% diffuse/ and the continuous line of classroom buildings to the south productive landscapecontrolled light as the sun crosses its path from the highest were forcing a conventional in-basement pumping system. with water pathways,to lowest point. Both the University and Design Team engineers supported stormwater quality enhancements this approach. However, the architectural design team was and net flood risk ultimately able to propose an improvised approach using an reduction.Science Mission: oil-exploration technology (very ironic) called slant drillingFirst Translucent/Transparent which allowed two 8-inch pipes to pass under the existing Valentine Hall. The new sewer and storm lines achieved 100%Solar Calendar/Clock gravity feed to the treatment plant and constructed wetland.Going beyond LEED and Current Practice, a defining artisticand analytical expression of solar traverse at Johnson Hallhas been etched into the Main Entry Lobby glass wall facingdirectly south. A gnomon mounted on the Solar Court side of Sun Study for the solarthe glass casts a round shadow and center point of light that calendar/clock.moves across the outer symbolic etched pattern (this patternis the familiar sun angle pattern typically used for reference/analytical purposes). This same point of light passes throughto the interior face of the glass which has a calibrated red gridwhich provides an observationally correct reading (by month, Process Management: Early Integrationday, hour) of the moving point of light through the entire year A detailed cost-benefit analysis demonstrated that although and LEED Proficiency at Contractorwith December (Winter Solstice) at the top and June (Summer drilling costs exceeded $60,000, the equipment, construction,Solstice) at the bottom. maintenance and energy costs for the four eliminated pumps Going Beyond LEED and Current Best Sustainable Prac- were returned in two years of operational savings: tice, the General Contractor was not only selected early (at Design Development) and integrated into the team, but aView of the transparent solar clock/calendar from the Cost savings of $6,627,500 over 100 year life cycle. separate requirement in the contractor’s documentation/entry lobby. The outdoor room beyond is formed by the invoicing process created a LEED/sustainability interface on Avoided 778 tons of CO2 emissions.parallel lab wings and two-story glass bridge. Avoided 4.3 tons of acid rain impact. the construction team side of the equation. The contractor’s representative was required to pass the LEED accreditation exam and to vet all submissions for completeness before they left the contractor’s office. Ultimately the contractor’s own Health and Well-Being: sustainable initiatives proved essential to our ‘upgrading’ Optimized Building Flush-out over time from the initial goal of Certified to Silver and finally Going Beyond LEED and Current Best Sustainable Practice, to LEED Gold. the architectural design team independently placed temper- ature/humidity sensors (data loggers) around the building throughout the (current best practice) flush-out procedure to So in the category of ‘First Things First’ we can see ensure that ideal conditions were met over time, rather than that there are immediate and urgent enhancements depending solely on the set points of the Building Manage- needed in our current ‘green’ buildings baseline. ment System (BMS). In reviewing this data, fluctuations in Our next challenge is to address the now-urgent these temperature/humidity levels exposed the failure of challenges and opportunities presented by the one of the project’s large fan motors which was replaced midway through the flush-out process. The total flush-out more inclusive concepts of sustainability and the was allowed to run beyond what was required to provide a ‘triple bottom line’ approach. margin of safety for the flush-out effort.22 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 23
  • 13. Lesson from the Global Looking forwardRoller Coaster In closing, we can imagine a number of strategic concepts we will need to employBeginning in September of 2008 and extending as we approach the carbon-neutral ideal.through early 2009, the global community has (Although not immediately evident, these basicexperienced a harrowing demonstration of our strategies apply to all scales from single storynow near total interconnectivity with all other to skyscraper.)nations. In addition, the dramatic fluctuation ofenergy prices in 2008 was one example of hyper- The typical energy densities of our buildingscompetition among nations over a global resource. and our rules of thumb will be replaced by ​It signaled the rising pressure on markets in the New in time, we can state that sustainable design is the driver of global competitive advantage and, quite ultra-low energy densities (70-80% reductions).face of unbridled patterns of consumption. In thelate 1980s the Bruntland Commission, in an epic bit York City simply, all competition has become global. The focus on passive forms of energy strategy will become essential (i.e. daylighting, allof foresight, put forward a re-conceptualization of is one of New York City is one of the nerve centers, if not the nerve center, of this dramatically demon- beneficial thermal exchanges, all solar thermal,the global economic framework under the name: all future photovoltaic potential, all bio-fuelSustainability. First fully outlined in Agenda 21 at the nerve strated ‘global village.’ Our architectural firm, very flexibility and super self-aware buildings to small by New York standards, is not unusual inthe 1992 UN Earth Summit, "sustainability" soughtan approach to development that balanced the centers, having completed projects in Saudi Arabia, Japan harvest these assets).three E’s, that is the interlinked goals of economy, if not the and (hopefully) India. It is hard to imagine any substantive business endeavor in the future that The innovative use of air, water and soil that interface to orchestrate optimum thermal assistenvironment and equity. In the ensuing 17 yearsthis conceptual framework has gained enormous nerve will not have to answer for the role they play in our will be essential in successful ‘hybrid’ systems. global commons; and what net restorative or netcurrency and consensus among nations andcultures. What we have apparently been missing center. destructive impacts are inherent in their realiza- Cross-balancing energy uses between complementary building types and functionswas a crisis of the magnitude we now confront to tion of their mission. will be greatly expanded.appreciate the fundamental wisdom of sustain- Now we are in the early aftermath of the train Accommodating more and more programmaticability and begin to act. uses in ‘tempered’ outdoor/indoor spaces and wreck of conspicuous consumption, misplaced References The built environment is the dominant physical values and unsustainable leveraging of question- hybrid rooms that reverse roles during seasonal change will become common. 1. Compiled from LEED project profiles posted online atform of economic development and the single able assets. There has not been an equivalent time www.usgbc.orggreatest driver of the patterns of energy and of crisis in the entire range of the natural and built Buildings will go beyond the BMS (Buildingresource consumption in the world. We used to environment since the UN Earth Summit of 1992 Management System) reporting model to active 2. Architecture 2030 is a private initiative launched in first articulated the global sustainable model. If 2003 by Ed Mazaria specifically addressing Climatethink of design in a superficial way, as more a ques- levels of self-assessment and optimization of Change and Buildings and setting a goal of ‘carbontion of style or symbol (an adjunct to branding). this crisis point provides the shock to the system the varied array of passive strategies. neutral’ buildings by 2030.More recently design has been characterized as a that is needed to get our house in order, it will havekey driver of competitive advantage. At this point served an essential purpose. 3. © 2005 Croxton Collaborative Architects And what will the living experience in these new buildings be like? They will be user- 4. Harvard Graduate School of Design: Executive Johnson Hall, north elevation. centered, mission-supporting, stable, reliable, Education Program, 1995-2009 secure, adaptable and the product of a new ‘resourceful architecture’: inherently low-risk, 5. Confirmed by 2008 R&D Magazine Annual Survey and high-value and humanistic. zip-code specific adjustment for regional cost variance as confirmed by 2008 RS Means Construction Cost Data Related Resources The Philosophy of Sustainable Design by Jason F. McLennan Rating system developed by Jason McClennon called the Living Building Challenge (LBC) Catalyst Blog Continue Randy Croxtons conversation on our blog.24 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 25
  • 14. (Re)designing Urban Education The second UN Millennium Goal calls for universal primary education. In general the Goals are directed towards third world and developing countries, yet studies show that by the time poor minority children reach the American kindergarten system, there already exists a dramatic gap in cognitive ability from their white, middle-class peers.1 One Harlem-based organization is dedicated to reversing the trend of urban poverty through a revolutionary education program. Paul Tough is the author of Whatever it Takes: Geoffrey Canada’s Quest to Change Harlem in America, which chronicles five years in the life of the Harlem Children’s Zone. The following essay by Tough is adapted from “Schoolhouse Rock," a blog he wrote onGeoffrey Canada,Founder and CEO last fall. The essay is followedof the HarlemChildren’s Zone, by an analysis and recommendations forplanning theprograms unique, the use of design management processesgrassroots, neigh-borhood recruit- and practices to further enhance thement strategy. successful program.All photographscopyright AlexTehrani 2008.CATALYST Spring/Summer 2009 26 Spring/Summer 2009 CATALYST 27
  • 15. Whatever it Takes shocked by just how far behind grade level the kids were. Fifty-seven percent of the sixth-grade class was reading at stop is an all-day language-focused pre-kindergarten for 200 4-year-olds, who then graduate into a K-12 charter school that reporting in Harlem, Canada and his staff made lots of wrong turns and hit plenty of dead ends. In the book, I followed one by Paul Tough a third-grade level or below.
 And Geoff Canada had just has an extended day and an extended year and employs some class of parents through Baby College, and some of them, it My interest in education and schools came about in sort of promised to get them all to college. I wanted to find out why of the intensive academic practices developed in the KIPP seemed, faced such big deficits and such huge obstacles in a roundabout way. In 2003, I started reporting on what was those kids had fallen so far behind—and whether anyone had schools. Throughout their academic careers, students at the life—they couldnt read, they had had other children taken then a fairly modest social-service agency in upper Manhattan yet figured out a way to do what Canada wanted to do: take school have access to social supports: after-school tutoring, a away by Child Services, they had spent a couple of years in called the Harlem Childrens Zone. That reporting turned into disaffected 10-year-olds who had till then received only the teen arts center, family counseling, and a health clinic.

 The jail—that it seemed hard to believe they would ever be truly an article in the New York Times Magazine about the project most threadbare education second idea is a tipping-point effective parents. In the middle school, the first couple of and its founder, Geoffrey Canada, an ambitious and charis- and accelerate them to a notion—what Canada refers to years were quite rocky, as Canada struggled to combine the matic man in his early 50s who had come up with a unique point where they were on as contamination. His theory is ethos of a community organization with the accountability of approach to combating poverty. He had selected a 24-block par with their middle-class that in a low-income, high-crime a no-excuses charter school. neighborhood in central Harlem and was saturating the chil- peers.

 His goal was to get them all to neighborhood, if you offer social By the time I finished my reporting, though, the middle and educational supports to dren who lived there with educational and social supports. His goal was to get them all to college and to transform the What Geoffrey Canada college and to transform the just a few of the kids who live school was starting to find its footing, and the elementary has constructed in Harlem schools, where some of the students had been with the Harlem neighborhood in a single generation. is a comprehensive set of neighborhood in a single generation. there, their participation will always seem a bit oddball, Childrens Zone since Baby College, were truly thriving. The Usually when I get to the end of reporting a big magazine integrated programs that latest third-grade test scores have been impressive—in 2008, and they wont have much of article, Im pretty sick of the subject. But this time, the article currently serve 8,000 kids in one charter school, 97 percent of the third-grade class was an effect on their peers. But felt like the beginning of a story rather than the end of one. I in a 97-block neighborhood on grade level in math and in the other 100 percent were. if you get participation rates wanted to keep following the experiment that was unfolding starting at birth and going all In 2009, 95 percent of one third-grade class and 86 percent up to 40 percent or 50 percent in Harlem. And so I decided to write a book about it. the way through college. It is based on two innovative ideas. of the other was on grade level in English Language Arts. or 60 percent, then taking part will come to seem normal, The first is what Canada calls the Conveyor Belt—a system that And perhaps more importantly, the elementary schools and Two months after the Harlem article came out in the New and some of the behaviors that used to seem commonplace reaches kids early and then moves them through a seamless the kids in them felt somehow…normal. When I spent time York Times Magazine, Geoffrey Canada opened his first in Harlem—teenage pregnancy, drug use, dropping out of series of programs that try to re-create the invisible cocoon in the classrooms, I got the strong feeling that when these charter school, the Promise Academy. When the middle school school—will start to seem like the oddball path. The engaged of support that surrounds middle-class and upper-middle- kids got to middle school, they werent going to need the opened, the administrators gave every sixth-grade student kids will "contaminate" their friends with their behaviors and class kids throughout their childhoods. The Conveyor Belt kind of heroic interventions that Promise Academy Middle a diagnostic test. They expected that many of the children attitudes. starts with Baby College, a nine-week program that provides School and most other charter middle schools need to employ would be behind grade level; most kids in public schools in expecting parents and parents of young children with new Canadas system isnt easy. It requires a lot of hard work today. They wouldnt need remediation and advanced Harlem are. But when they got back the results, they were information about effective parenting strategies. The next just to keep it in motion. And in the years that I spent character-building and constant test prep—they would just Geoffrey Canada’s Three-year-old Journey Conveyor Belt education A weekend program for Promise Academy College model supports children parents of toddlers. The A K-12 charter school that has an extended day and an extended year. The Harlem Childrens Zone launched When the current middle from conception through curriculum teaches the Promise Academy 1 in 2004 with a kindergarten and sixth grade class. The program has since expanded to school children at the college graduation. Baby College importance of integrating Harlem Gems Harlem Childrens Zone include Promise Academy 2 and has added one or two classes every year since its launch. A nine-week program that language lessons into the An all-day language- reach college age, the Zone provides expecting parents daily lives of children. focused pre-K for 200 will provide application and and parents of young chil- 4-year-olds financing support. dren with new information Promise Academy about effective parenting Middle School strategies. Promise Academy Elementary School Promise Academy High School Paul Tough is an editor at the New York Times Magazine and the author of Whatever It Takes: Geoffrey Canadas Quest to Change Harlem and America. His reporting on Geoffrey Canada and the Harlem Children’s Zone originally appeared as a New York Times Magazine cover story. He lives with his wife in New York City.1 Illustration by Holly Burns28 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 29
  • 16. Erin Weber is a student in the Pratt Design Management program. 100% Obamas She spends her weekdays directing the marketing initiatives and designing ads for a luxury furniture company based in Manhattan. 90% Harlem Gems: Child Development "Promise Neighborhoods" Erin received her undergraduate degree in Communication Design and Psychology from Carnegie Mellon University. 80% 70% Incoming Outgoing could challenge the Design + the Zone 60% 49% 51% traditional division by Erin Weber 50% 45% between education policy Recognizing Parents as Assets 40% 30% and poverty policy. Arguably, the two most innovative aspects of 20% 18% 17% the Harlem Childrens Zone (HCZ) conveyor belt 10% strategy are Baby College and Three-year-old- 0% 0% Journey. The purpose of both programs is to delayed or average advanced or empower parents to be assets in the lives of their very delayed very advanced children. During Baby College expectant mothers and fathers participate and receive training duringbe competent, engaged students for the rest of Expecting mothers Obamas "Promise Neighborhoods" could chal- Monica Lucente participating in the weekend classes. Similarly, parents of toddlers are teaching a Harlemtheir school careers. And these are kids who, for lenge the traditional division between education Baby College program taught the importance of language during Three- Gems toddler.the most part, came from low-income, often diffi- at Harlem Children’s policy and poverty policy—between improving year-old Journey sessions. The programs instill incult backgrounds, with a fair number of teenage Zone. schools and improving the lives of poor families. parents the essential role they play in the develop-parents and parents who didnt complete high Geoffrey Canadas argument is that it no longer ment of their children. Instead of circumventing theschool.
 They were exactly the same kind of kids, in makes sense to think of each one separately. If we influence of parents, the strategy of the HCZ maxi-other words, who arrived in the sixth grade in the try to fix the schools in a low-income neighborhood mizes its resources by capitalizing on the opportu-first year of Promise Academy middle school, the without addressing the other needs of students nity offered by informed parents.ones who showed up reading three and four years there, its not a real solution to the neighborhoodsbehind grade level, and whose subsequent middle problems. And it isnt enough to provide socialschool careers were a constant struggle. This new services to poor children if their neighborhoodgeneration of kids had the good fortune to find a schools are still giving them a lousy education. A Communicating Successplace on the Conveyor Belt, and that meant they true solution to the problem of underachievement Mr. U passion- Although Geoffrey Canada believes that successfaced a very different kind of future than most kids in inner-city public schools is going to require more ately engaging his will only come when the HCZ kids start graduating middle school mathgrowing up in Harlem. nurturing families and safer neighborhoods as well from college, there remain many stakeholders such students. as better teachers and more accountable schools. In the summer of 2007, an unlikely presidential as financial investors and civil leaders from other Thats the real point of the Harlem Childrens Zone,candidate named Barack Obama gave a speech in regions who do not want to wait 21 years to see and, I think, its going to be the next chapter in thewhich he praised Geoffrey Canada and the Harlem tangible results. As Tough detailed in his book What-Children’s Zone. “When Im President,” he said, “the debate over schools. ever it Takes and his posting above, the incremental results the Conveyor Belt model has in the lives of "In math,first part of my plan to combat urban poverty will beto replicate the Harlem Childrens Zone in twenty Harlem’s children are quite remarkable: typical 6th Promise Ryan Sparzak is acities across the country. Well train staff, well have teacher at Promise graders entering the Promise Academy scored in Academy Academy. He is the 39th percentile among New York Citys maththem draw up detailed plans with attainable goals,and the federal government will provide half of the one of the youngest students, but by eighth grade, they were scoring eliminatedfunding for each city, with the rest coming from teachers as well as one of the few white in the 74th percentile.2 Similar results are visually the achieve- 100%philanthropies and businesses.” staff members. represented to the right. ment gap There arent yet airtight data to prove that Although these facts and many more can between its 90% 87% Promise Academy:Canadas model works. And so rather than simply be found in text format sprinkled throughout 80%cloning the Zone and airdropping it into commu- blogs, books and web sites, the results of the black stu- Middle Schoolnities around the country, Obamas replication HCZ programs have yet to find their way into an dents and the 70% Math Scoresproject will work best if each city is encouraged to accessible graphic format. This observation is 60%adapt and innovate, to compete with every other unfortunate considering the attention the Harlem city average 50%city for the best results. (As Obama said in his Children’s Zone students, staff and faculty have for white 40% 40% earned. Design has the opportunity to play a rolespeech announcing the plan, "…every step these students."cities take will be evaluated, and if certain plans orprograms arent working, we will stop them and try in the Harlem Children’s Zone by attracting inves- tors, informing civil decision makers, encouraging The New York Times May 8, 2009 30% 20% 218%something else.") teachers and inspiring students and visionaries. As minimally represented here, visual comparative 10% analysis across years of study, academic subjects 0% and, in the future, geographical regions could be class percentage on grade level designed using graphs, illustrations, and interac- 2006 200830 CATALYST Spring/Summer 2009 tive media such as Many Eyes. Spring/Summer 2009 CATALYST 31
  • 17. "I’m going to create 20 Harlem Children’s Zones around the country." - Secretary of Education Duncan Talking with Secretary ofA Strategy for Growth Education Duncan - U.S. Secretary of Education Excerpt from Chicago Magazine, April 2009Education is the starting point for a By Jennifer Tanakasustainable future. In John Kao’s bookInnovation Nation, the author describeshow America is losing its creative edge TANKA: Have you read Whatever It Takes, the newto countries that have a better system book about Geoffrey Canada’s Harlem Children’sfor developing creativity and an appre- Zone? I bring it up because that project, which triesciation for education and intelligence. to catch kids from birth and guide them all the wayThe new administration in Washington to college, suggests that it may be necessary inhas voiced a renewed interest in educa- certain communities for the neighborhood school totion reform across the United States take on functions that lie traditionally in the realmand supports the notion of regaining of social services.our innovative edge as a nation. DUNCAN: Geoff Canada’s a good, good friend of mine Even in the face of the economicdownturn, Secretary of Education Arne TANKA: Obviously you’re familiar with whatDuncan recently pledged his support of he’s doing. 
expanding the HCZ strategy to othercities around the country. The implica- DUNCAN: Yes. I’m going to create 20 Harlemtion of communicating the strategies Children’s Zones around the country. I am.and best practices of the Harlem Chil- TANKA: Really? Do you think you’ll face oppositiondren’s Zone to other communities is a to the federal role expanding in that way? 
complex and daunting task. HCZ alreadymanages the “Practitioners Institute” at DUNCAN: I don’t care. I’m going to fund it.their headquarters in Harlem. The Insti-tute is a forum for community groups toattend customized workshops to guidethe implementation of HCZ practice intheir own hometowns. Because of itspopularity, the Practitioners Instituterequires admissions applications andhas dramatic requirements and highexpectations for attendees. Based on References 1. Paul Tough. Whatever it Takes: Geoffrey Canadasthe volume of need and the amount of Quest to Change Harlem and America.interest in the Harlem Children’s Zone, Houghton Mifflin Company, New York: 2008.there is opportunity for the design of 2. David Brooks. "The Harlem Miracle." The New Yorkstrategic implementation tools such as Times, May 8, 2009.operational guidebooks, workbooks, blog posts by Paul Toughgraphs and structural diagrams. What does the future hold for theHarlem Children’s Zone? Hopefully Related Resources To learn more or donate to the Harlem Childrens Zone,while the conveyor belt strategy is visit their web site: www.hcz.orgproven successful by incrementalacademic tests, the HCZ curriculum Watch Sir Ken Robinson discusswill also expand to include a nurturing “Do schools kill creativity” at the TED conferenceof creativity and innovative problemsolving. The sustainability of American Visit the Many Eyes web site to experience interactive,innovation rests in the hands of our Dennis McKesey, the visual representation of data principle of Promisechildren and their future capacity for Academy 1 Elementaryimagination and creativity. School, encourages a student with a hug. Catalyst Blog Continue this conversation about redesigning Ameri- cas education system on the Catalyst blog.32 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 33
  • 18. designing web 2.0 for the environment Q&A with the founders of the first microphilanthropic web site dedicated to local environmental projects. Questions by Erin Weber, Maggie de la Vega and Holly Burns Responses by Erin Barnes What is ioby? ioby (eye-OH-be) connects people to local environmental proj- ects. is a meeting place for groups leading commu- nity projects and donors and/or volunteers who want to get involved with environmental change in their New York City neighborhood. ioby is the premier online microphilanthropic initiative that supports local environmental efforts. What is the significance of the name ioby? ioby stands for “in our backyards” and the belief that environ- mental knowledge, innovation, action and service begin and thrive in our backyards. This is grounded in two important commitments: First, ioby offers an informed step outside environmen- What inspired the launch of ioby? talisms NIMBY (not-in-my-backyard) history that pushed ioby is a response to two challenges: the global mandate environmental hazards down the path of least resistance to conserve natural resources and reduce greenhouse gas into low-income areas and communities of color. ioby builds emissions and the absolute necessity to engage the public in an untapped funding source and by directing it to decentral- doing so. ized, community-based environmental projects, ioby supports There are small organizations working on important communities with a larger share of environmental problems conservation and restoration issues throughout the city, but and fewer resources to confront them. they are sorely underfunded. What’s more, the organizations Second, ioby offers a reminder that the ‘environment’ is and their projects are often nearly invisible to the residents of not just the Amazon or the Arctic and that tangible environ- the communities in which they work. mental work is urgently needed right here on the streets and Yet in spite of this great need, record levels of public environ- sidewalks of New York City. Even people who consider them- mental interest are in danger of being co-opted by marketing selves environmentalists are sometimes disconnected from schemes that greenwash business-as-usual consumer trends. their local environment and unable to see the work going By connecting people to projects in their own neighborhoods, on around them. creates a forum for people to redis- ioby changes the concept of the environment from distant or cover, understand and value their local environment, because abstract to local and concrete, making the environmental we believe the places we live, work and play each day should crisis personal, tangible and actionable. be the roots from which we understand the environment.34 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 35
  • 19. With so much "green" info online, whats ioby environmental partnerships may begin online, but we hope they continue and grow, face-to-face, neighbor-to- Many organizations are exploring this model but ioby focuses on two which have a very high degrees of Strategy in Action your strategy to become the "go-to" site neighbor, person-to-place, in our backyards. success: and for connecting people with organizations? These examples demonstrate how powerful small We plan to give people useful information about their local Can you give us some background about giving can be – ioby uses this model to help support environmental problems, heightening their relevancy. Donors hundreds of environmental projects in New York City. microphilanthropy and why it works? and/or volunteers can see their direct impact by tracking Utilizing Social Media projects progress online, or can even walk down the street and see it with their own eyes! Online microphilanthropy is a new form of charitable giving. It’s gaining popularity because it’s fast, easy, direct, informa- How are you uniquely using the as a Creative Asset Further, because we are piloting in New York City, ioby is a tive and helps people get more connected to the places and web to support the environment? resource created for and marketed uniquely to New Yorkers. people they’re supporting. You don’t have to be wealthy to ioby uses the best online tools available to connect We think that the strong sense of attachment New Yorkers participate in microphilanthropy—you just need to care. Most people that care about the environment and people that > DEVELOP AN ONLINE DATABASE feel toward their neighborhoods will make a particu- large, staffed non-profits seek funding from foundations, care about their neighborhoods with environmental proj- ioby: helps find local environmental projects larly attractive tool. corporate sponsors or wealthy individuals. These grants tend ects in New York City. to be very large and support institution building for the orga- > FACILITATE SHARING BEST PRACTICES nization—paying for staff time, office space, the purchasing of First, ioby creates a virtual storefront for environ- What makes ioby unique? new equipment, overhead costs and programming. Smaller mental projects. On ioby, New Yorkers can view projects ioby: useful for small, local organizations non-profits, local government agencies, and volunteer groups in their neighborhood that they may not have known ioby is action-oriented. On you can find existing proj- usually seek small grants. These grants sometimes support about otherwise. > MONITOR PROGRESS WITH BLOGS ects that need your help, enabling you to do more than just staff time or office space, but usually support discrete Each ioby project fills out an online project profile. ioby: updates by organizations enable change your light bulb, pledge or sign a petition. Moreover, you get to see the results of the hard work or dollar you put in. projects. People who donate or volunteer for projects can see the donors to monitor progress No matter how much you give through, you always A new version of microphilanthropy combines the project’s progress. For example, if a person supports a know exactly what work your donation is going to support. community garden, they can go to to see pictures > ESTABLISH USER ACCOUNTS concepts of charitable giving, organizational membership Like our tagline says, its "your environment, your choice, your and small grants. It allows independent groups to petition of the garden growing over time. ioby: enable volunteers to measure their change." individuals directly for support. These individuals have the This also leads to another great outcome from the personal impact flexibility in deciding the donation amount, whether it be $20 web—project organizers can share their experiences with ioby also has a unique mutual learning experience online. Groups can describe their work, talk about what worked best or larger. When this donation is pooled with others supporting each other online—for example a community garden in > KEEP IT LOCAL for them and about what they wished they had known at the the same cause, a group can easily receive a $500 grant. In Staten Island can share lessons they’ve learned with ioby: projects empower people by giving them outset and they can make recommendations to other groups. this situation, the donors know exactly when, where and others growing gardens in the Bronx. This also helps the opportunity to make a difference how their gifts are going to be used because they are giving inspire new projects—a person can learn how to start their In this way, our city’s environmental projects get better and directly to a project rather than to a large organization—and own gardens by talking with other project organizers. better, and the level of interaction among people who care many donors find this to be a very satisfying experience. about the environment and care about New York deepens. In what ways will the design of the site engage the visitor and motivate interaction? Online microphilanthropy makes small giving even we encourage people to get involved with each other and easier. Using a website, donors and organizations can learn from each other—changing passive, transactional expe- more easily talk to each other about causes they believe riences into engaged, transformative environmentalism. in. The website becomes an online bulletin board and shopping cart combined, full of great causes that people When is the official site launching? get excited about and would like to donate to. The beta site, which launched in May 2009, will operate and grow over the next year. With feedback from our users, we’ll Moreover, each ioby project group posts their own launch an advanced version 2 site in 2010. project profile page with photos, videos and links and updates about the project. Donors can simply log onto How do organizations sign up for ioby? and see the progress of the project and follow the impact of their dollar online. And, because ioby encour- All they have to do is log on to, create an account, ages local support, our donors can simply walk down the make sure they meet our criteria (the project is local, makes street and actually see the results of their contribution. no profit, is site-specific, benefits the public and benefits the environment), and submit an application online. If groups At ioby, we believe the places we live, work, and play prefer, they may also apply on paper. are the roots from which we should understand the envi- ronment so we encourage the building of long-lasting community partnerships among volunteers and donors. Most interactions in online microphilanthropy exist only online, in a purely transactional exchange. On ioby.org36 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 37
  • 20. Can you give our readers a city. For anyone who is concerned about reducing green- Brandon Whitney, cofounder, is the program manager for the house gas emissions around the city or for anyone interested Center for Humans and Nature, an interdisciplinary think-tanksample of the organizations that in investing in their own neighborhoods, the opportunity that explores and promotes civic responsibilities for the environ-have already registered? to give a little bit that will go a long way is very appealing. ment. Previously, with the Earth Institute at Columbia University, he worked to develop collaborative research programs and inter- And I can’t even begin to tell you how many people want to institutional partnerships on climate change, global water issues,We have developed partnerships with over 200 organizations and extreme poverty. Brandon’s background in community-basedinterested in posting projects online--it’s very inspiring! For volunteer. This is a very important time for our country, and conservation and development projects complements his under-example, Rockaway Waterfront Alliance is installing a rain- especially for New York, for volunteerism. graduate degrees in Biology and Political Science from NC State University and Master of Environmental Science in political ecologywater harvest system, the American Littoral Society is orga- from Yale University. On sunny days, you can find him runningnizing a beach clean-up day, Trees Not Trash Bushwick is What financing opportunities are you pursuing? in Central Park or relaxing in the political ecology of the Clintonbuilding and planting an educational garden and the Astoria Community Garden on his block in Hell’s Kitchen.CSA is hosting a workshop for community members to learn Each person that makes a donation to a project has themore about local food. We have a lot of different projects, from option of also donating directly to ioby. This helps us to fund Cassie Flynn, cofounder, is part of the Climate Change Team atthose as small as planting some shrubbery and flowers at a our operations that help us support the groups and the proj- the United Nations Development Programme, which supportsmemorial garden to those as large as designing and installing ects. Donations enable us to provide technical support and climate action at the local, national, regional, and global levels.a green roof. help groups use their blog and upload photos and videos so Prior to UNDP, Cassie worked at U.S. EPAs National Clean Diesel donors can better follow the impact of their gift. The financial Campaign, the aim of which is to reduce emissions from school bus engines and construction equipment. She enjoyed a stint in support also helps us vet the projects better and provide aWho did you enlist as team members better service to the donors and the volunteers. the private sector, where she consulted to multi-billion dollar companies developing strategies to address climate change. Cassieto bring the idea to fruition? earned her Masters in Environmental Management from the Yale We depend in part on the generosity of foundations that University and undergraduate degrees in Government and Environ-The founders, Erin Barnes, Brandon Whitney and Cassie support our work, and in the future we will likely pursue the mental studies from Bowdoin College. Cassie resides in Brooklyn and thinks theres no better place in NYC than Prospect Park.Flynn have been working on this idea since 2007. We have support of companies with whom we share a mission.enlisted the advice of countless friends and colleagues butwe’ll mention three here. First, FuseIQ, has helped us buildand design a stellar website on a shoe-string budget that How will you measure your success? Erin Barnes, formerly the speechwriter for Natural Resources Defense Council’s Executive Director and environmental editor at Men’s Journal, Erin is the acting executive director of ioby in itsreally meets the needs of the projects and donors. Second, We believe a lot of small actions can lead to big changes. So launch phase and a freelance environmental writer on the side.Gus Speth, the Dean of the Yale School of Forestry and Envi- to measure success, we will measure all the small actions as From 2003-2005, she worked as a community organizer and publicronmental Studies has offered invaluable advice and support well as all the big changes. To measure success in educating information officer at the Save Our Wild Salmon Coalition in Port-during this process. His new book, Bridge at the End of the land, Oregon. Earlier, Erin cut her teeth on environmental work on and engaging environmentalists we hope to see an increasing coal-fired power plant regulation at a consulting firm to U.S. EPA’sWorld, has been a huge inspiration. Third, our fiscal sponsor, numbers of repeat donors, donors inviting their friends and Clean Air Markets Division. She has a Master of Environmentalthe Open Space Institute of New York, and their COO Antonia families to donate and engage, communication between Management in water science, economics, and policy from the YaleBowring, have given us the ability to become operational donors and projects on the website and in person and an ever- School of Forestry & Environmental Studies, and a B.A. in English and American Studies from the University of Virginia. Erin lives inquickly, which is crucial because the need to support these increasing level of total annual donations. To measure success Prospect Heights, and she loves her neighborhood so hard.projects is so urgent. in supporting local environmental initiatives we hope to find an increasing number of funded and implemented projects, an increasing number of volunteers supporting projects andWhat tools and strategies have increasing numbers of new projects. These projects will haveyou used to spread the word? tangible, measurable outcomes based on our environmentalioby was designed to grow from social networking site criteria, such as the reduction of greenhouse gas emissions,integration. Tools like Facebook and MySpace Causes, our increased acres of open space and the removal of pollutants30-second YouTube video, blogs and twitter have allowed us from air, water and land. To ensure that we are buildingto build a real base of followers in anticipation of the launch new partnerships, we hope to see an increasing numberof our website. It’s very cool to see the Internet really work for of new collaborative projects, increasing cross-communitythe environmental movement in this way. exchanges and replicated projects. But beyond measure, the success of ioby will mean aWhat kind of response have you cleaner, healthier environment and a more profound relation-gotten thus far from individuals ship between citizens and their local environments. References www.ioby.organd project organizations?The response has been overwhelmingly positive. Every What do you see as the future of ioby?gardener, every teacher, every block association, every envi- If ioby is successful in New York City, which I think it will Related Resourcesronmental group we meet tells us the environmental project be, we would definitely be interested in piloting in a couple Bridge at the End of the World by James Gustave Speththey’ve been trying to get funded. There are shovel-ready other targeted cities. Detroit and New Orleans, Baltimore and Seattle are all on the list of possible areas. Because ioby is www.donorschoose.orgprojects all over the city, just waiting for that $419 to get thematerials. designed to respond to and support existing work, we will follow the need and respond to calls from cities. And in the same fashion, New Yorkers seem very excited Catalyst Blogabout the idea of getting involved in meaningful work in the Continue the conversation about CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 39
  • 21. Things to Know Joe Marianek A graphic designer and teacher, Joe Marianek About Pro Bono works at Pentagram Design. He teaches courses at the School of Visual Arts on typography and identity design.“Pro bono” derives from a Latin phrase meaning “for the public good.” This termhas often come to be misinterpreted as “volunteerism” or “free work” becauseof its broad use across various practices such as law, medicine, marketing anddesign. Pro bono work can be multifarious, depending on your field.Here are nine things a designer should know about pro bono. by Joe Marianek The Reward is Greater than an Award Designers sometimes drop the pro bono bomb in a social or competitive atmosphere when they are seeking an extraordinary blessing and Seek a Client Who recognition. And, not surprisingly, the reaction is Wants ChangeIt is Good Exercise a well deserved “what fun...that’s so cool that you do do you find time...etc.” But in reality, As is true with any other client relationship,A pro bono job can be a welcome relief from the while working for a pro bono client, you will be at the end goal for pro bono should not be as extratedious and unglamorous responsibilities of day- your best when you are able to provide change fodder for your conversation or resumé, it shouldto-day design, as it can give you the opportunity that is both useful to them and beautiful to you, be to bring personal and professional satisfactionto become reacquainted with the more cerebral, as the designer. Before you begin designing, to you, your collaborators and the client.formal and enjoyable workout of design. it’s imperative that you fully understand the In the real world, the daily activities of any change that the organization needs to achieve; input from primary stakeholders within thebusy, practicing designer include a minimalamount of core design skills; if one is working It is a Great Chance to organization is critical, as they will eventuallyon an eight month project with various stages Demonstrate Integrity either support or reject a design proposal.of deliverables, the “ah ha” moment when you Nihilists dont make great designers; they don’thave a design idea is only a small part of the work even make so-so ones. People who dont give Money is Never The Issuethat is done. The rest is usually a slew of emails a sh*t about other people or things are bothinvolving chit-chat about timelines, budgets boring and dangerous. As professionals, we In my experience, many designers use the phrase Obtain a Solid Brief “pro bono” to describe services that were providedand implementation that can make us feel are hired to engage in topics that are not of A good brief manages the expectations of for “free" and at the designers “expense” asfarther away from the good stuff—solving visual our own choosing and require an immersion both the designer and client and can help though the charitable work was an annoyance.communication problems with form and content. in others’ business problems and needs. form an agreement, which will govern the The fact of the matter is that pro bono work is Just like a good physical exercise regimen, The force of will required to seek out a need provided as a public service for those who cannot process of the project. Either the designer orthe activity of design presents increasingly and offer services only comes by way of an afford normal fees, either for free or at severely the client can assemble this brief. Surprisingly,difficult challenges, which need to be engaged, curious and compassionate person. discounted fees. Regardless, it is the reciprocal once you’re engaged in a pro bono capacity,accomplished in order to progress. Design is benefit of service, which is exchanged, not money. a client can become needier, and sometimes Many people wrongly assume that a proan activity that we can get rusty at and many The definition of pro bono work is not "for no even greedier, than a paying client. Non-profits bono project will not be a lot of work; they thinkpracticing designers become "out of shape." money," it is "for good"—this is an important thing and certain institutions that "do good," can at it will be a quick job that will help someoneSome medicate this with a cocktail of design to keep in mind when doing this type of job. times, expect the world to naturally reciprocate else, just like helping an elderly woman crossannuals and how-to books, others go to every because of their own benevolent nature. A the street or mowing a sick neighbors conference that comes around and good brief will expose the challenges at hand, In reality, a pro bono job may require as muchsome just casually mine through clever portfolio which are reasonable tasks for the designer to work as one with a six figure budget. You havewebsites or for cool work. solve in the course of the project. Scope creep to be in it for the long haul with the pro bonoWhatever the inspiration, pro bono work is a and misunderstandings can occur without client as with any other, and your integrity willgreat way to get back on the creative track. a good brief and open communication. follow with the full execution of the work.40 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 41
  • 22. Pro Bono in ActionWolff Olins designed this typographic identitysolution for Macmillan Cancer Support.Read more at Landor Associates developed this unique slogan logo for YWCA. Learn more at Educate the Client While the client may suggest what they think they need, how the design project should run, and how long it should take, it’s imperative that you as the design professional convey exactly what you will be able to achieve. Also, in terms of process, the client should understand exactly Feel Great About What what work youll be presenting and what criteria You’ve Done to judge the work on. To do this, they must be educated in the design process, especially if its Satisfaction will come in knowing you’ve made their first time hiring a designer. In the future, they a difference for the clients cause without letting may have an opportunity to purchase design and ulterior motives drive the work. Ideally, the will be better collaborators for the next round. benefit is personal and professional in that it will inform work you create for paying clients. The client will be satisfied and you will see the results of your work in its purest application. A good The New York City Bus System pro bono project is win-win for all. Pentagram Make Sure the Work is Useful ak The New York City Transit Authority (NYCTA) partner Michael Bierut summarized it best, and Used when he said, “The best pro bono work gives serves over 666 million people each year. With 4,373 While conceiving of and executing a good identity, you a chance to exercise your skills on behalf public buses, it represents the worlds largest fleet. Bus Rapid Transit The bus systems’ success is in servicing routes that print collateral or website may be a generous of something you truly believe their best, Bus rapid transit (BRT) is seen as an additional Leigh Douglass, are not reached by the subway system.1 Judy Elissaint, Merv donation in its own right, others must work with pro bono projects remind us what design is surface solution to the mobility needs of urban Garretson, Sugandh the artifact that you’ve designed after you finish. really for: to improve peoples’ lives and, in some In general, buses stop every 2 blocks making citizens and one that is quicker and more time effi- Goel, and Casey People will need to print more business cards, small way, to make the work a better place." them agonizingly slow, but for those who have the cient. The goal of bus rapid transit is to improve trip Kong developed the update the website or even just find the right time to spend, it can also double as a scenic tour of and wait times. This is accomplished through more Bus Improvement Proposal for MTA’s logo to enlarge for a big banner. The chances are the city. Buses spend 30% of their time waiting for frequent service, fewer stops, multiple points of bus bus system in that the client is already stretched thin and will passengers to board and exit, in addition to traffic entry rather than just one and customers pre-pay; March 2009. Leigh not have a wealth of experience implementing congestion, frequent stops, infrequent service in therefore, there is much less wait time. Benefits of specializes in some areas and no signal synchronization.1 Sustainable Textiles, design, so it’s likely that your design will be References this solution is that the cost of implementation is Judy is a Web implemented by other volunteers or designers However, they still service a broad sector of significantly less than the addition of subway stops Producer at Nick. Case studies for the above pro bono projects can be com, Merv is an Art in the future. Because of this, a guideline docu- riders. MTA buses are much more handicapped and lines due to the ability to utilize existing infra- found at where Tony Spaeth, an Director at Condé ment is essential for establishing and creating identity consultant, runs an identity design web site. accessible than the NYC subway system with structure. The following are national and interna- Nast Publications, a useful record of the design deliverables. On the site, Spaeth presents case studies about insti- accommodations for wheelchairs and fewer steps tional examples of the successful implementation Sugandh specializes Ideally, this document will include protocols for tutional rebranding, including a section the highlights to deal with. In addition, the bus is a popular mode of a surface bus rapid transit system. in Industrial and Fashion Design, and discussing, managing and implementing the pro bono projects. of transportation for K-12 students traveling to and Casey is a Fashion design down the road. Moreover, a guideline from school.1 Illustrator. document helps put a “finish” on the work at the successful completion of the pro bono project. Catalyst Blog Respond to the conversation about pro bono design. 42 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST CATALYST VOICES 43
  • 23. Global and Local Success Stories GPS Tracking System 1. Combine newly available technologies such as onboardCuritiba is a compact city in Brazil. Its five main radial bus GPS and advanced traffic signal control systems. The buslines are only about six miles long. Prepayment of fares signal priority system adjusts the operation of traffic signalsand level boarding, systems typically found in rail systems, along bus routes, so that buses carrying passengers receivecreate a very efficient boarding and de-boarding process. A fewer red signals with minimal disruption to other bus (a 5-door, 82-foot bus built by Volvo whichis currently used only in Curitiba) with a load of 270 people Example: Metro Transit, the transit agency serving thecan board or de-board in about 20 seconds. The average Minneapolis-St. Paul metropolitan area, has recently installedspeed of buses using the bus way is 13 miles per hour–twice Automatic Vehicle Location (AVL) systems in its fleet of busesthe estimated speed for buses operating in the same Curitiba in an effort to improve service quality. These systems utilizecorridors in mixed traffic. Global Positioning System receivers to determine the exact position of each bus. This information is commonly used The TransMilenio is a bus rapid transit system that by bus operations centers to determine whether buses areserves Bogotá, Colombia. TransMilenio consists of numerous adhering to their schedules, and can also be used to provideelevated stations in the center of a main avenue. Users pay updates on arrival times at major transit the station and await the arrival of the bus, whose doorsopen at the same time as the sliding glass doors of the 2. Introduce digital displays. Initial introduction will be onstation. A dedicated lane on each side of the station allows major intersections throughout the city to display the exactexpress buses to pass through without stopping while other time of bus arrival at a stop using the same GPS technology.buses stop to allow passengers in or out. The buses are The GPS system will provide coordination between thediesel-powered, split into two sections with an accordion-like operation of computerized traffic signal controllers and therotating middle to allow for sharp turns, and have a capacity movements of buses using wireless data transmission, whichof 160 passengers. are designed specifically for use in vehicle-to-vehicle. This enables communication between vehicles and infrastruc- Boston’s Silver Line is one of the United States’ largest BRT ture systems. This would be an added convenience to theexamples to date. The Silver Line Waterfront’s underground passenger and will also help increase ridership of the buses.stations (South Station, Courthouse and World Trade Center)feature elevators, escalators and electronic message boardsalong with artwork and seating. The Silver Line uses a fleet Phone Systemof high-tech, 60-foot, articulated buses. The buses’ three wide GPS technology can be combined with cell phone technologydoors, low-floor design and simple-to-deploy ramps allow to form downloadable software onto passengers’ cell phones.easy access for riders with wheelchairs, walkers, strollers Websites such as Google and/or Facebook could beand everyone else. utilized to make such software available, free of charge, to the public. This would enable theThe Design Challenge passenger to gauge exactly how far the bus is from the stop while sittingWhere we see an opportunity to improve the bus rider experi- SOLUTIONS AND RECOMMENDATIONS in the comfort of their homesence through bus rapid transit is to introduce an intelligent or workplace.and sophisticated online network that is linked to the GPSsystem incorporated within the bus system. The goal of thisservice is to notify customers in real time of service sched- Technology is always evolving and customers are continuously adapting to it andules and arrivals in addition to delays and interruption. It is finding new ways to use it in order to make their daily lives more efficient and easy.also to increase bus ridership through the use of commu-nity networks by providing scheduling and bus updates eMarketer estimates that in 2008 nearly 80 million people, 41% of the US Internet userto enhance the rider’s experience. Typical target users population, visited social network sites at least once a month, an 11% increase from 2007include tech savvy riders between the ages of 15-80 yearsold, including the disabled population, the elderly, working ( By 2013, an estimated 52% of Internet users will be regular social networkprofessionals and teenagers who use the bus to go to school. visitors. Teens are a huge consumer market segment and spend more than $100 billion annually. Today, approximately 79% of all teens (17 million) have a mobile device – a 36% increase since 2005.2 Most teens have a conventional cell phone while about 15% own a smart phone. "More than one-half of people ages 65 to 69 are on-line. Internet-using 70-to-74-year-olds make up 45% of people that age, according to the Pew Internet & American Life Project."3 The following solutions are based on keeping these statistics in mind.44 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST CATALYST VOICES 45
  • 24. Online Communities MTA contribution #1 Bus GPS tracking system, from above, sends out a signal every time a bus Building an online social networking community, passes a specific stop or marker along its route. either a subset of existing services or a new online Simultaneously this signal is converted to a text community built by the MTA, will enhance the New message that is sent to the online feed of the York bus riders’ experience. This enhancement will specific bus routes user group (the buses will also include more information to aid customer knowl- need assigned individual numbers in addition to edge, such as: location, speed of travel, trouble the route number). spots, or general riding experience. Information provided will inform customers in live time on what Example: As the M34, (bus no. 2701) bus passes is happening in the NYC bus system. 7th avenue and the GPS recognizes it, a microblog is automatically uploaded that reads: M34_2701 passes 7 Ave – 05min29sec behind schedule. Customer Benefits Data Generation - Microblogging Posted Sat 14 Feb 03:03am via GPS. This integrated technology communication system The first step of engagement with customers is MTA contribution #2 The MTA needs to release provides the ability to track bus arrivals at each destina- to generate a data stream of information that can a statement or alert to its ridership. This messaging tion. Riders are able to check the closest available bus as then be filtered into several types of online and can be limited to alerting a specific route or even an alternate means of transportation when a bus is having mobile communications platforms. This can be location within the route. difficulty making its scheduled time. Quick accessibility to done through microblogging, which is comprised bus information, delays and schedules will help customers Example: The Eastbound M34 needs to be to arrive at their destinations on time and to know when to of small messages, similar to text messages, that diverted on Saturday, February 14th. Bus system find an alternate route. utilize only a low number of characters, (i.e. twitter employee in charge of alerts sends out a message. messages have a maximum of 160 characters), Customers have the ability to access real time informa- A microblog is automatically uploaded that reads: are entered by a user, then fed into a data stream. tion on bus arrival times at the bus stop through digital All M34 Eastbound Divert to 32 St between 5 Av The following are some ideas about how the MTA public display monitors and through instant text messages and 3 Ave until further notice –Posted Sat 14 Feb and individual riders could contribute to the data to cell phones. Free membership to MTAs social network, 03:03am via MTAlerts. generation through microblogging: provides riders with up-to-date bus information, connecting Individual user contribution #1 The bus riding riders of mutual bus lines, while also giving consumers an community can upload text messages from their outlet to voice their opinions and share information. mobile phone or computer. They will have an online user ID that makes their “posts” automati- This will also help the city to provide better service, cally routed to their specific bus routes user groups which will in turn, increase ridership. Increased rider- (the buses and bus stops will need to post clear ship allows for increased service, which is a nominal cost numbers identifying both the route numbers and compared to that of adding new subway tunnels and stops. bus numbers). Surface transportation is a cost-effective way to use existingExample of an SMS infrastructure and resources if it provides an efficient andmessage posted to Example: The M34 bus that just passed 7th reliable service for its customers.a bus community Avenue has no air conditioning. Passengerby a commuter and MerviMan is annoyed and sends an SMS messageassociated with aspecific bus using M34 2701 has no to the M34 online community. Using GPS the Mervi- Data RetrievalGPS technology. AC. My advice, Man’s location is determined and the specific bus Riders without User Accounts On the simplest level, wait for the next he is on is tagged in his message. MerviMan’s anyone with a mobile phone can go to a bus stop, see the bus. Posted Sat actual message is illustrated to the left. 14 Feb 03:03am assigned numeric code for that particular stop and send a References Individual user contribution #2 The bus riding text message on their phone to that assigned number. They via MerviMan. 1. public can offer positive and negative feedback on will immediately get a status update, via text message, sent 2. the bus experience, the individual drivers, or even back to their phone. AID/11483 the condition of the bus itself. Riders with User Accounts If a rider sets up a user profile 3. Example: MerviMan has a problem loading on the MTA Bus Social Network, they can personalize their himself, his daughter and his stroller onto the settings in many ways. bus. The bus driver is very helpful and Merviman Related Resources Mobile phone applications for smartphones (i.e. Black- Metropolitan Transit Authority: wants to thank him publicly. MerviMan sends a berry, IPhone) Custom applications can be built for smart SMS message to the M34 online community. Using phones that include features like bus schedules, (already GPS the MerviMan’s location is determined and offered by Google), realtime tracking of customer and nearest Catalyst Blog the specific bus he is on is tagged in his message buses/bus stops that are identified by route and locations. Continue this conversation about the future of (MerviMan’s actual message): M34 2701 Driver public transportation. extremely polite and helpful. Posted Sat 14 Feb Learn more about the sustainable initiatives of 03:03am via MerviMan. the Metropolitan Transit Authority (MTA).46 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST CATALYST VOICES 47
  • 25. daya also facilitates micro-loans for local artisans. As a child Andrew Skurdal, Lydia Hummel, Leigh Douglass and Laura and then a teenager, I often accompanied my parents to Brandmeier developed the Business Ecology Model as part of their Manavodaya seminars and workshops. All these interac- senior thesis presented in April 2009. Andrew is a product designer tions, over the years, have helped me assimilate not just and strategist. Lydia is a design management senior director for Translation: A mounted soldier capable of the economic value of sustainable development but also its COACH. Leigh specializes in sustainable textile design and Laura is great victories also runs the risk of failing; impact on human life. a designer specializing in hospitality interiors and branding. whereas people who do not risk anything At the Pratt Open House, when I heard Dr. Mary achieve nothing of significance. McBride, speaking about sustainable design and “creating a sustainable business advantage,” it genuinely resonated within me. In my life, I have been profoundly influenced by many people and ideas. One such experience occurred after I read the book “Cradle to Cradle: Remaking the way we Make Things” by William McDonough. The spirit this book BUSINESS ECOLOGY MODEL What follows is the application essay Richa Agarwal, Class of 2008,Reflection wrote before beginning her studies at Pratt. The piece became an embodies can change the way we create, live and consume. appropriate bookend when asked to reflect on her studies during her In Cradle to Cradle, the authors provide many concrete last class of the Design Management Program. examples of how being environmentally conscious achieves sustainability and ultimately leads to economic advantage for a company. The American high school seniors began to laugh at In “The End of Poverty: Economic Possibilities for Our me when I stood up and reverently said, “Good Morning Time,” the economist Jeffery Sachs, makes a strong case for madam” as the teacher entered the classroom. My reac- how sustainable development will be a key factor in eradi- tion was spontaneous, ingrained by years of attending a cating poverty by 2015, the deadline UN has set for meeting Catholic school in India. I was fifteen years old and had its Millennium Goals. Every enterprise starts with a seed of an idea that is nurtured by the recently finished the daunting task of immigration, with The Design Management (DM) program at Pratt is attrac- people who see value in that idea and who invest time, money, knowl- my younger brother in tow. The stern face of the slightly balding immigration officer is still imprinted in my memory, tive to me not only because it has the unique distinction of edge and expertise to help it grow. There are also those who supply the gravely scrutinizing both of us and saying, “Welcome to the being taught to design professionals, helping them integrate resources, materials, network and facilities to realize an idea and bring into the mainstream business operations of a company, it is United States of America.” also taught from a perspective of sustainability. it to market. An organization with a holistic perspective considers the Life, I have discovered, is more unexpected than my At this point in my career, the education from the DM complexity of the systems and operations involved in delivering products imagination. Often, when I am taking my biodegradable garbage to the composting heap in my backyard, the irony program will give me a sustainable advantage within any to communities of consumers. An understanding of how a business inter- corporation. Armed with a Pratt DM degree, I hope to influ- of the situation catches me off-guard. America, to me as ence business decisions while advancing the sustainability acts with communities and ecologies can be communicated at numerous a child, was the land of big-machines, automation, dish- washers, space-age and fast cars. Not in my wildest imagi- agenda. levels and experiences. It can then be applied to new enterprises, particu- nation did it occur to me that someday, in America, I would I have failed at adopting many practices that seem to be larly when an organization has integrated a triple bottom line approach contemplate ways of recycling my garbage. integrated into the mainstream fabric of society. I have real- (people, planet, profit) into its operations. We believe that the ecology of ized that I never want to be a fiber woven into that fabric. In India, we recycled everything because throwing things out equaled waste. Once a month, the Raddhi-wallah I would rather be a recycled patch sewn with recycled a tree is a useful metaphor for understanding how to grow a sustainable (a man who trades paper) would come to our house and buy yarn on the top. I do not wish to be a part of the culture enterprise. of disposable convenience but a part of the equation of the month’s newspapers and magazines. Concurrently, sustainability. the Kabari-wallah (a junk-trader) would appear to buy tin Design management for a social enterprise is a human-centric process cans and glass bottles. My mother bartered old clothing So, those high school students can go ahead and laugh for steel utensils with the Bartan-wallah (utensil-trader). at me all they want, but one day when they are taking out that aligns design practice and business strategy in the sustainable All this trading and bartering, kept our house junk-free and their kitchen refuse to the composting heaps in their back creation of value for business stakeholders, customers and the environ- amounted to a sustainable recycling program. These days, yards, wearing their recycled clothes, it is I who will have I find myself contemplating every single buying decision the last chuckle. ment through strategy, tactics and implementation. judging where it ranks on the sustainability scale. The Business Ecology Model identifies and visually represents how The seeds of sustainability were planted in me some- time during childhood. My parents belong to an NGO value is determined in an organization. The components of the Business Richa Agarwal is a seasoned fashion industry veteran. Her profes- called Manavodaya, “an institute of participatory develop- sional repertoire includes companies such as Polo Ralph Lauren and Ecology Model outline how an organization establishes, cultivates and ment.” ( My cousin, who has an Calvin Klein. Richa’s education is a concoction of Design Manage- ment, Fashion Design, Apparel Production Management, and Elec- grows its business throughout the product life cycle. Recommendations MBA, quit his lucrative job with India’s top multinational, the TATA group to start the NGO. One of the missions of trical Engineering disciplines. This unconventional blend gives Richa for how design management can enable the successful development and a unique acuity of product design and production systems, which Manavodaya is to introduce the concept of sustainable she is leveraging to promote the causes of economic, social, and launch of products are identified in four categories: managing, generating, development at the grassroots level in rural India. Manavo- environmental sustainability. capturing and measuring value, as detailed on the following pages. 48 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST CATALYST VOICES 49
  • 26. MANAGING VALUE CAPTURING VALUESEED – This is the purpose, mission, vision, values andleadership of an organization. The seed represents the HABITAT BRANCHES – These are the external channels— External Market I Social I Environmental Forces including the marketing and sales network—which thestarting point, or the foundation for the organization. It organization uses to reach its customers.distinguishes the social enterprise from a company thatbegan based on a single product or service concept. LEAVES – Brand touch points, or leaves, include theThe seed, or purpose and values, of an organiza- organization’s marketing communications and customertion provides the filter to create a clear, focused and service. All the leaves combine to create consumerauthentic message to consumers and organizationalstakeholders. Purpose | value | mission-centric orga- FRUIT perception.nizations stay relevant to their customers by staying Product I Service FRUIT – The fruit is the actual product or service thattrue to their fundamental principles and consistently is offered to the end consumer. All steps leading up tocommunicating those principles to constituents and this point support the process, development, people,stakeholders. vision and values of the organization that created and produced the product.BASE – This is the operational anchor point for anorganization—where all managerial functions are tied A person’s experience across the scope of prod-to—consisting of its day-to-day legal, human resources, ucts, brand touch points, customer service, distributiondevelopment, logistics, marketing, business plan and channels and network influences, helps to define anfinance activities. All activities and operations start organization’s value with managing the direction, growth and resources BRANCHESof an organization to focus around the seed. This base External Partner Network MEASURING VALUEharnesses the work of employees throughout both theexternal and internal operations in service to the seed. LEAVES & Channels SOIL –This consists of the technical, natural and finan- The influence of design management (DM) starts Marketing I PR cial capital and assets (or nutrients, in our metaphor) Customer Service that an organization uses in the process of developingwith an organization’s leadership. Input from DM at its products and services. These resources sustainthe base of the tree affects how leaders use human- growth and prosperity, while dictating the fixed costs ofcentric approaches to reinforce the people-planet-profit production and operations.perspective, visualization, business model mapping,collaborative brainstorming and clarification of goals & WASTE – Whether it is the carbon emissions gener-objectives. ated or energy consumed in producing and transporting a product to retail, or the materials, recycling and life cycle of the actual product, waste is the consequenceGENERATING VALUE of production or what remains after a product is createdROOTS – Supporting all the work of the organiza- and sold. A sustainable organization does what it can totion, the roots include the internal partner network of minimize waste, designing and developing products in aproducers and suppliers, behind the scenes operations, TRUNK CUSTOMER way that avoids harming the environment in which prod-procurement and the supply chain. The roots connect Development Process ucts are used, and that allows the exhausted product toand initiate the process of marshalling, transforming be absorbed by other systems or services, becomingand repurposing technical, natural and financial assets part of the nutrient-providing soil of the organization.(or nutrients). BASE HABITAT (sky) – All of elements defined above deter- Leadership I ManagementTRUNK – This is where the design, development and mine the type of tree that an organization is. Organiza- Operations I Business Modelslogistics use the root network (procurement) to directand transform natural assets and materials through EXTERNAL WASTE tions thrive or wither depending on the environments in which they exist. An organization’s habitat consists ofproduction to become the products and services offered the external financial, market, social and environmentalto consumers. The base directs this process by whichunrefined components, materials and assets become INTERNAL forces that influence its growth and health. Just as certain trees survive in different climates around thevaluable objects and services that consumers want to SEED world, organizations that have unique attributes andpurchase. The trunk is the innovation and development Values I Mission I Vision competencies allow them to survive in challenging andprocess in which most design functions are involved in evolving environments.generating value. ROOTS Internal Partner & Supplier Network PEOPLE/CONSUMERS – Ultimately, it is people Design management is most evident in the process who purchase, use and determine the perceived andand implementation of design deliverables, exhibited & Production Processes intangible value of an organization’s products orin the trunk. The human-centric component of design services. Additionally, a firm’s human capital (people)management drives the understanding of the consumer and the natural resources (planet) it consumes toand community needs, with a focus on overcoming SOIL generate value (profit | prosperity) are the lifeblood of [ ]assumptions about the people whom design serves. Natural Resources I Financial Capitol I Supply an organization.The principles of DM help the organization to under-stand the customer through process, SWOT analysis, © by Andrew Skurdal, Lydia Hummel, Leigh Douglass,focus groups, customer experience, mapping, audits Viewing an organization through the lens of the Business Ecology Model encourages the visualization of the product development process as a non-linear system. Distinct from a Laura Brandmeier. All Rights Reserved.and segmentation. Design management’s role of tree in nature, business leaders and designers have the ability to modify their tree’s DNA throughout its life cycle. They can adjust the process by which products are designed andframing design problems and creating solutions, lives developed and even vary their product, or fruit, offering. Organizations are often strong in one area and not in others, which creates barriers to achieving their goals. It is important Catalyst Blogin the core of the organization’s trunk. to retain a balance, as demonstrated in a Business Ecology Model, and to remain aligned with the organization’s values, vision and mission in order to recognize when it is time Discuss the Business Ecology Model on our blog. for some ‘pruning’. When design and business assets are integrated with fluidity into the strategy, process and practice of an organization, there exists vast potential for social entrepreneurs to produce both innovative market-based and non-profit solutions that meet the complex challenges of our world, while bringing prosperity to those they serve. 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  • 27. Tools for Catalyzing Change Concise reviews of Design Management Tools The Works: Anatomy of a City The Sustainability This book offers a unique and engaging Advantage Worksheets perspective into the complex infrastruc- This resource is a tool for quantifying ture of New York City. It is broken into the Triple Bottom Line (TBL), a neces- six sections: Moving People, Moving sity for design managers. The Sustain- Freight, Power, Communications, ability Advantage Worksheets are a Design for Water Keeping it Clean and The Future. Clever good starting point for determining the information graphics narrate each current metrics of an organization’s Design for Water: Rainwater Harvesting, page and describe everything from the TBL. These pre-programmed Microsoft Stormwater Catchment, and Alternate travels of a piece of mail to the hourly Excel spreadsheets calculate various Water Reuse provides a great intro- density of subway traffic (as pictured). quantifiable measures of corporate duction to researching, designing and environmental and social impact. quantifying various water systems. This The Works includes an abundance However, many Design Management pragmatic book outlines great ideas for of information and urban context (DM) practitioners will need to deter- assessment and innovation and is a for professionals and inquisitive city mine an alternative way to measure must for those wanting a deeper under- A Dictionary of Environment dwellers. As championed by the Mani- festos charge: "Context before Every- the value of creative resources and standing of one of our most difficult and Conservation & Dictionary thing" (page 17), design managers can intangibles that are not accounted for problems. It also contains charts and of Environment and Ecology in the worksheets. schematics that are very suitable for reference The Works in order to better A Dictionary of Environment and understand the diverse environment Reviewed by Ben Knight those new to the DM discipline. Conservation (Oxford Paperback Refer- in which their designs are influenced Reviewed by Ben Knight ence) and Dictionary of Environment and have influence. In addition, the and Ecology (fifth edition) provide books information graphics provide design managers with a resource to graphic designers with inspiration for The NEXT Sustainability Wave understand environmental terms. The the creation of equally informative and books are quite similar, but have a engaging illustrations. This book is the sequel to the The slightly different focus. The former is Sustainability Advantage. It details how Reviewed by Erin Weber based on global terms and initiatives, to build a sustainable business case for while the latter is, as the book says, the top management of an organiza- “ideal for school and college”. tion. It is a good second act to the work- Wired to Care sheets, which show you where you are Identifying creative resources for and were. The Next Sustainability Wave strategic sustainable advantage is This is an insightful book that explores will help you think about where you a basic skill of the design manager. the benefits and methods for integrating want to be. Both books sadly do not have sustain- empathy into corporate processes. The able design or design management as narrative includes many examples of Reviewed by Ben Knight dictionary terms. I would suggest for innovative ways to “walk in the shoes” the newcomer to design management of customers. Wired to Care also touches to start with Dictionary of Environ- on the biological reasons for empathy ment and Ecology and for the more and goes further to explain how to use experienced design manager to use that understanding to recognize oppor- A Dictionary of Environment and tunities for implementation in the work Conservation. place. Reviewed by Ben Knight The author, Dev Patnaik, works at a creative consultancy called Jump Associates. He is able to eloquently Ben Knight was born, raised, and had his formative education in New York. He is a practicing design Erin Weber is a student in the Pratt Design Management program. She spends manager (Pratt DM alumni, 2008) who has had an enormous amount of creative work experiences in various and humorously speak the languages her weekdays directing the marketing initiatives and designing ads for a luxury institutions, in many contexts, throughout the world. For over 6 years he has been working full time as a staff furniture company based in Manhattan. Erin received her undergraduate degree of business and design, an important member for the United Nations in NYC. He is currently helping to create sustainable publishing standards for in Communication Design and Psychology from Carnegie Mellon University. skill for design managers. the organization. Reviewed by Erin Weber5252 CATALYST Spring/Summer 2009 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 5353 Spring/Summer 2009 CATALYST
  • 28. Ventures and Explorations where people can network, connect, and Reeta has been featured stateside Jackie Jackie online brokerage firm, Director of Internal organize with like-minded people. and abroad in such publications as Inte- rior Design Magazine, Esquire Magazine, McCormack McCormack Communications at Polo Ralph Lauren and Art Director/Communications Manager For the April 7th piece in GOOD Maga- has a keen interest interest Architecture Magazine in Germany, Florida at AT&T. Prior to leaving Ireland, Jackie zine, titled: The Street of the Future is a in exploring the the exploring Inside Out, among others. Most recently, was an Art Director at Arks Advertising in Livable Street, Carly worked with the boundaries of busi- Reeta was the feature in the article “She’s Dublin. editor of Livable Streets Initiative’s blog, ness and design. business and Crafty” in the Jan/Feb 2009 issue of Aaron Naparstek to put together the spread She isShe is A native of Ireland, Jackie came to Hospitality Design. One of Reeta’s works design. currently using a rendering she had made. Aaron Chief of Staff at the the US and entered the graduate program was also selected to be part of the Versace currently Chief wrote the text. And the design team at New York State in Design Management at Pratt Institute Living Room designed by Campion Platt at of Staff at the GOOD turned the article into the interactive where she now teaches Design Manage- Esquire North. Her clients include David New York State graphic. ment, Design Operations Management, and Easton, Rockwell Group and Campion Platt. Banking Department, the state regulatory Carly Clark, graduate of the Design Prior to joining Livable Streets, Carly Reeta Gyamlani, founding agency that oversees state-chartered Developing Entrepreneurial Courage. Management program at Pratt, recently designer of NY city-based Farrago Design Originally from Mumbai, Reeta was was the Art Director at Project for Public financial institutions, including banks, While in Ireland, Jackie attended the had her work featured in GOOD Magazine. (, and Pratt DM inspired at an early age by her mother’s Spaces (, which helps credit unions, mortgage bankers and Limerick College of Art and Design where Carly is a graphic designer who helps non- graduate. Her design firm prides itself ability to transform their living spaces. communities around the world transform brokers, as well as many other licensed she completed a foundation course of art profits and small businesses achieve their in fusing a perfect blend of eastern and She believes in holistic sustainability and their towns into thriving economic and financial services. Jackie is at the and design, the DunLaoghaire College business goals through effective use of western elements through use of material, creating timeless pieces. In addition to her social centers. In addition to her Master’s epicenter of the financial regulatory envi- of Art and Design where she earned her strategic design. She specializes in design fabric and light. mother, Reeta is inspired by the classic in Design Management, Carly earned her ronment at a time when the entire system degree in Visual Communications, and the products for the urban planning industry. designs of late Italian architect, Gio Ponti, undergraduate degree in architecture from An important aspect of her work is in under review in an effort to strategi- Dublin Institute of Technology where she and by her business partners Arthur and Carly is currently the creative director Wellesley College. the design philosophy of taking a modern cally design a new regulatory structure studied Graphic Reproduction Technology. Rita Ermelino. for the Livable Streets Initiative (www. approach on old, dying crafts. At Farrago that encourages innovation and ensures When Carly isnt working to improve our consumer protection, while discouraging When shes not working or teaching,, a division of an open- Design, they have been working with crafts On a personal note, Reeta loves relaxing urban environment, shes busy obsessing uncontrolled excess. Jackie is busy training for and running source software development firm, The people to modernize their skills so they can with friends over a cup of coffee or dinner, about the home environment on her blog, marathons, feeding her passion for Open Planning Project (www.theopenplan- continue their specialty while remaining enjoys listening to world music and trav- Mochi Home ( Prior to joining the Banking Depart- photography and doing her best to keep in The Livable Streets Initia- relevant in the modern home market. Addi- eling with a passion. She also appreci- Mochi Home is a website that creatively ment, Jackie was First Vice President of contact with a global network of family and tive works to make our city streets safer, tionally, they integrate sustainable design ates fine cuisine and is known to be quite gives viewers free and useful decorating Communications at TD Ameritrade, an friends. cleaner and more fun, while reducing our practices such as water-based glues, recy- experimental with her culinary palette. tips by using visual renderings to save dependence on cars. It operates as a place consumers money and time. cled packaging and FSC certified, Brazilian factories. JOURNEY TO THE HEART OF Holly Burns is currently a graduate student in the Pratt Design Management program. Holly lives and works in Washington, DC, and when shes not working, doing school work, or commuting to the New York City campus she enjoys painting, reading, being outdoors, and volunteering with various organizations including Habitat for Humanity. Holly earned her Bachelor of Fine Arts from the University of Wisconsin-Madison and still proudly calls herself a Badger. NEW ORLEANS by Holly Burns more prosperous with the many finished and colorful Habitat for Humanity homes It also reminds me that rebuilding in communities that have been damaged is For more information about Team (RE)build, visit The following is a brief documenta- sweat equity requirements: how home- in which local musicians now reside. part of the healing process. On the morning of Monday, April 20th, For more information about the New tion of how we spent five days at the end owners and their families are required These houses are so colorful that some Phyllis, Becky and I woke up at the crack My teammates and I are considering Orleans Area Habitat for Humanity visit of April building and learning with New to volunteer their time and give back by people say it looks like someone scattered of dawn and set off for Newark Airport. directing our thesis towards community Orleans Area Habitat for Humanity. building other Habitat homes. a bag of jellybeans around the area. It was Although it appeared that we were just development including affordable housing great to see how successful the labor of beginning our journey to New Orleans, On the first morning, we were greeted Terry and his colleague, Chris, kindly and water collection, or disaster relief coordinated volunteers can be, reminding the journey had actually begun months by Habitat for Humanity Construction offered to take us on a tour of the devas- through building with local or reused me of the Margaret Mead quote, “Never earlier over beers at a bar near Pratt Supervisor, Terry Cooney, who put us to tated Lower Ninth Ward, as well as show materials, etc. While we are still deciding doubt that a small group of thoughtful, Manhattan while unwinding after class. We work along with the 75 Canadians and us the newly constructed Musicians in which direction to focus our thesis, we committed citizens can change the world. talked about our shared passion in helping approximately 10 other Americans who Village in the Upper Ninth Ward. will keep we will keep all that we have Indeed, it is the only thing that ever has.” empower communities to rebuild after came to volunteer. learned in New Orleans close to our hearts What we saw in the Lower Ninth Ward devastation. Fast-forward through many Later in the week, Terry invited us to a as a resource and a reminder as to why Our team of three focused on three was a community that, even four years conversations and hours of research; we barbeque that a local Habitat for Humani- we are doing what we are doing. In New houses over the next five days. We worked after Hurricane Katrina, continues to were on our way to volunteer with the New ties homeowner was throwing. The three Orleans we were able to obtain a founda- on a variety of projects ranging from struggle. This area is one of the most Orleans Area Habitat for Humanity. of us, along with Terry and Chris and tion of understanding about the complexi- building and raising exterior walls to at-risk areas for future hurricane damage local community members, indulged in ties of disaster relief so that we can build We are Masters students in the Design ensuring roofing was built to code. Over because of its proximity to the levy. Habitat Southern hospitality and home cooking, our ideas upon that foundation. Management Program at Pratt Insti- those five days we had conversations with for Humanity does not rebuild in the Lower while the homeowner told us how grateful tute. Together, we formed a team called Terry about the energy-efficiency of the Ninth Ward as it is many feet below sea I am grateful to our new friends, she was to Habitat for Humanity. (RE)build in preparation for our senior Habitat houses, about how they acquire level. However, Make it Right, assisted by Construction Supervisors Terry and Chris, thesis. Phyllis Frantantoni is a senior their materials, about construction and life Brad Pitt, builds with the fragile ecology of After my experience with Habitat for to the homeowner who allowed us into her web designer. Becky Duignan is a LEED in New Orleans post-Hurricane Katrina, as the Lower Ninth Ward in mind, as people Humanity, my feeling about New Orleans home, and to the people of New Orleans Accredited Professional interior designer. well as conversations about the commu- still want to return to their homes there. is that it has an overwhelming sense of who graciously thanked us every chance And I am Holly Burns, a painter and illus- nity and his personal experiences in New community that inspires me and reminds they had when they heard that we were The Musicians Village, in the Upper trator turned designer. Orleans. We also learned about Habitat’s me that life and love can return to places there to help. Ninth Ward, has fared better. It looks much that have seen the worst of times. 54 54 CATALYST Spring/Summer 2009 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 55
  • 29. 18 A Call for Resourceful Architecture 40 In his article, Randolph Croxton presents a 9 Things to Know About 4 strong argument for the application of stra- tegic design via "resourceful architecture." Pro Bono Two Centuries of Innovation Croxton proposes that in order to to move Pro bono work is sometimes pegged asArticle Abstracts to the next level of sustainable performance "free work" that discredits the value of This visual representation of Timescapes: in architecture, there exist core issues design; however, some social and envi- A Multimedia Portrait of New York depicts of performance which are not currently ronmental organizations, such as those examples of how New York City has estab- incorporated in our “green” building highlighted in Catalyst, depend on donated lished itself as a leader in urban evolution models. Furthermore, Croxton refutes the services to operate on meager budgets. In and social transformation over the course notion that sustainable architecture has his article, Pentagram designer and adjunct of its history. From the worlds first stock an inherent "green premium" in relation professor, Joe Marianek, presents nine exchange to early commuters and the stra- to standard building costs.The article is guidelines for pro bono work. The article tegic street grid system designed around supported through a case study of the St. touches on the professional benefits of the Central Park, New York City has proven Lawrence Johnson Hall of Science, which practice as well as some rules of thumb to itself as a leader in economic, social and when awarded LEED Gold in March 2008, consider when donating design services to environmental innovation. was the first Gold or Platinum university a non-profit. building in New York State and which was constructed for 25% below the benchmark 6 price for its building type. 43 Reclaiming Urban Assets: Buses get Street Cred A Call to Action 26 New York City buses are generally the forgotten cousin in a city of subways. Yet, The High Line is a timely example of (Re)Designing Urban community-based design management. the bus system is one of the most cost The project originated from an innova- Education effective ways to quickly improve mass tive concept: transforming an abandoned, transit. One group of Pratt Design Manage- The Harlem Childrens Zone was inspired historical structure into a community ment students analyzed international by the insight that low income parents asset. The High Line benefits the environ- best practices and evolving technology are not exposed to information about the ment, facilitates community relationships and social behaviors in order to develop ways they can successfully support their and attracts taxpayers to Manhattans West recommendations for the New York City childs early development. Geoffrey Canada Side. From conception through planning bus system. By utilizing GPS technology, launched a program which molds parents and development, images, renderings, cell phones and social media, the authors into assets in the lives of their children information graphics and video have played suggest means by which to improve the and then supports and leads those chil- an essential role in gaining financial, civil experience of waiting for the bus as well dren through every stage of development and community support, making the vision as the efficiency of the driving route. with an innovative "conveyer belt" model. a reality. The High Line opens to the public The first half of the article was written by this Summer. Paul Tough, a New York Times writer and recent author of a book about the Harlem Childrens Zone. Toughs piece summa- rizes the first years of the Zone and looks 14 forward to replication around the country. The second half of the article considers 49 A Manifesto in Action opportunities in which Design Manage- Business Ecology Model ment could support the Zones growth and Allan Chochinovs Manifesto for Sustain- This innovative model uses the familiar replication. ability in Design is reprinted here and form of a tree to represent the complexities accompanied with a variety of case studies, of a business and how design management related resources and tools to further the conversation and help put his principles 34 fits within an enterprise for sustainable success, impact and value creation. The into use. Web 2.0 for the Business Ecology Model allows an orga- nization to visualize and understand its Environment business as an interconnected system, is a new initiative based out of while taking into account a triple bottom Brooklyn. iobys purpose is to connect New line approach. Yorkers with local environmental projects using an interactive web site. Participating organizations blog about their progress, enabling donors to track the impact of their financial and volunteer support. ioby stands for "in our backyards" and brings the abstraction of climate change to a local 56 CATALYST Spring/Summer 2009 and actionable level.