origins
communist pro-feminist vegetarian student
vs.
ASA top ten in 1997- Gun Control Network 94 complaints not upheld- Lee Apparel Ltd 89 complaints not upheld- Vegetarian So...
mainstreaming sustainability
ngland birthplace of the industrial evolution                                                                             ...
creative concern: theory
we don’t sell shit to sleepwalkers
we have to fight for headspace
we know the zeitgeist
we know what people are thinking about
we know what people are thinking about
we don’t over-estimate understanding                                       “It isn’t pollution that’s                     ...
we are not all evil wankers  10%                         65%          25%      altruist                consensual   selfis...
social proofing                  26%             33%                  in this hotel   in this room
we understand our audiences                   would love to   i will if you will   not on your nelly
clear call to actionaudience identified
taking sustainability mainstream
places matter
creative concern: practice
Save your planet. Start with Manchester.Take the climate change pledge.
Arrangement 1
Adapting the Landscape  Connectio n   Business                  Lifestyle                      Play                       ...
places, communities, image and identity
Old school brand theories- Products = Emotion- Organisations = Personality- Destinations = Experience-PLACES = all of the ...
Pre-requisites         Presence                  Anholt CityPeople                                 Place                 B...
Tourism campaignsActs as a driver for image; share   Shared themes, storylines and    Gets you on the radar; sets the camp...
42
44
Simple Waymarker.                           Gateway Waymarker   For use on fingerpost signs   Simple Waymarker.For use alon...
Place brands and regeneration- A flag to rally under, to embody belief and ambition- An attract and dispersal tool for mar...
your brand is what you’re known for
An emerging                                                                                      !                        ...
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
American Institute of Architects
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American Institute of Architects

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A presentation I gave at the tail end of 2009 at the Centre for Architecture in New York.

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American Institute of Architects

  1. 1. origins
  2. 2. communist pro-feminist vegetarian student
  3. 3. vs.
  4. 4. ASA top ten in 1997- Gun Control Network 94 complaints not upheld- Lee Apparel Ltd 89 complaints not upheld- Vegetarian Society 65 complaints upheld- Gun Control Network 56 complaints not upheld- Stateside Laboratories Inc 47 complaints upheld- Peugot Motor Company 46 complaints not upheld- Gossard (Holdings) Ltd 36 complaints not upheld- French Connection Group 27 complaints upheld- Morris International Claim Bureau 26 complaints upheld- QMS (UK) Ltd 24 complaints not upheld
  5. 5. mainstreaming sustainability
  6. 6. ngland birthplace of the industrial evolution counting carbon.qxd 04/04/00 15:31 Page 1 counting carbon.qxd 04/04/00 15:31 Page 2 Environmental policy Carbon Counting Employees like Imtiaz Bhaiyat have a central part to play in Robert McBride’s mission to develop a world-class environmental management system. All 2,400 staff, like Imtiaz, are being trained in environmental issues and contractors will be given environmental guidelines too. NORTHWEST ENGLAND ’ S FIRST INVENTORY OF GREENHOUSE GAS EMISSIONS Robert McBride’s development of a high-quality environmental management system has progressed at a rapid pace over the last few years. The company’s policy is rooted firmly in a belief in a sustainable future and in the realisation that to become more environmentally and socially responsible Robert McBride has to Ro b e r t M c B r i d e L t d move beyond compliance, to excellence. In addition to ISO 14001, the company is also looking at the adoption of the SA 8000 ethical trading standard. Imtiaz Bhaiyat, The company has a solutions-led approach. As a result of environmentally a packaging operative for Robert conscious packaging design and development, Robert McBride has developed new packaging solutions that dramatically reduce the impact upon the environment. Pallet volume has increased, improving distribution efficiency The dying embers of the 20th Century will warm our planet McBride and reducing the pollution effect of each case shipped. Improvements have been made in other areas too, from purchasing and supplier chain issues through to energy efficiency. One site has saved between £20,000 - £30,000 per year from a single warehouse through the adoption of high efficiency for many years to come. That century, more than any other, lighting. The project had a payback time of less than 24 months. As the UKs leading manufacturer of retailer brand household and toiletry products, Robert McBride is committed to setting an industry lead, not just in environmental management, but also forging the strategies and activities which will transform saw humankind gorging on the fuels trapped beneath the it into a truly sustainable company. 27 skin of the Earth. Internal combustion became ubiquitous. 4492 SNW Executive Summary 7/1/99 5:03 pm Page 2 Electricity powered our progress. Oil, coal and gas became Project par tners The views expressed in this synonymous with success. Our releases of carbon dioxide repor t do not necessarily reflect the policies of the project par tners. grew at twice the rate of population. Now we have woken up to an almighty fossil fuel hangover. FO R E WO R D northwest times unlocking the secrets of long-range thinking Everybody has an Impact Tremendous challenges lie ahead courtesy of climate change and recent events give us a glimpse of our climatic future. june 2000 Cover photos Web links For more information please contact: We have seen floods devastate fragile communities. Border Biofuels Gilkes Action for Sustainability www.englandsnor thwest.com / sustainability Sustainability Nor thwest Giants Basin Castlefield Manchester M3 4NB 2 Extreme weather events are affecting our businesses, tel 0161 834 8834 fax 0161 819 1102 e-mail snw@snw.org.uk Solar Century AMEC Border Wind www.borderwind.co.uk web www.snw.org.uk / renewables Climate Change Impacts in the reducing profitability. Year-after-year new temperature Sustainability Nor thwest ARBRE www.arbre.co.uk CPL Energy Management Wind Prospect Baywind www.edirectory.co.uk / baywind Border Biofuels www.borderbiofuels.com North West of England An initiative of the records are set, as the global scientific community becomes Vestas Wind Systems A / S British Wind Energy Association www.bwea.com National Wind Power CADDET www.caddet.co.uk Project research: North West Regional Chamber Countryside Agency www.countryside.gov.uk CPRE www.cpre.org.uk DTI www.dti.gov.uk / renewable Energy from Waste Association www.efw.org.uk Published March 2001 by Sustainability Nor thwest (SNW) on behalf of the Nor thwest Climate Group. Research conducted by Environmental Resources ever more certain that climate change is already with us and ETSU www.etsu.com / nwre-study Management (ERM) and the Energy Technology Suppor t Unit (ETSU). Friends of the Ear th www.foe.co.uk / campaigns / waste Gilkes www.gilkes.com Written and edited by Steve Connor and Chris Shearlock (SNW). Study that its impacts will worsen as our new century matures. Greenpeace www.greenpeace.org.uk chaired by Glyn Edwards (Environment Agency) and managed by Chris Institute of Waste Management www.iwm.co.uk Shearlock (SNW). Technical repor ting and scoping study research managed PVUK www.pv-uk.org.ukon 2 taking the long view 3 the timeline project 5 the northwest times interactive browser 6 the timeline survey 7 active themes by Michael Cupit (ERM), Alistair Fulton (ERM) and Ian McCubbin (ETSU). National Wind Power www.natwindpower.co.ukg 8 tools and obstacles for long-range thinking 13 the timeline survey participants 17 editorial 2049 18 instructions to cd-rom 19 ScottishPower www.scottishpower.plc.uk Design by Spoken Image Ltd. Printed on 75% post consumer waste Shell Renewables www.shell.com / rw-br recycled paper using vegetable-based inks. Solar Century www.solarcentury.co.uk Solar Design www.solardesign.co.uk Sustainability Nor thwest www.snw.org.uk / renewables The Co-operative Bank Plc www.co-operativebank.co.uk Sustainability Nor thwest is a registered charity and company limited by guarantee.
  7. 7. creative concern: theory
  8. 8. we don’t sell shit to sleepwalkers
  9. 9. we have to fight for headspace
  10. 10. we know the zeitgeist
  11. 11. we know what people are thinking about
  12. 12. we know what people are thinking about
  13. 13. we don’t over-estimate understanding “It isn’t pollution that’s harming the environment. It’s the impurities in our air and water that are doing it.” Dan Quayle
  14. 14. we are not all evil wankers 10% 65% 25% altruist consensual selfish bastards
  15. 15. social proofing 26% 33% in this hotel in this room
  16. 16. we understand our audiences would love to i will if you will not on your nelly
  17. 17. clear call to actionaudience identified
  18. 18. taking sustainability mainstream
  19. 19. places matter
  20. 20. creative concern: practice
  21. 21. Save your planet. Start with Manchester.Take the climate change pledge.
  22. 22. Arrangement 1
  23. 23. Adapting the Landscape Connectio n Business Lifestyle Play Creativity Food Environment Energy Waterways Industrial sites to Other open land use – golf Registered and country parks Innovation zone Existing productive Waste management Underutilised and low be celebrated course, quarry, cemetery etc agricultural land intensity farmed open land Railways Delamere Forest Landscape icons Urban greening with biomass potential New employment location Settlements (public art) New forest farms Motorways National cycleways Mersey tidal power Post-panamax container Lower Mersey Basin Innovation cluster shipping terminal and major urban areas Regional cycleways Wind farm Manchester Shipping Housing site of more Mersey waterfront University expansion Areas with wind Canal port investment than 200 dwellings farm potential New leisure destinations Mersey Gateway Major mixed-use scheme from industrial sites suspension bridge Country houses and estates Country parks on former industrial sites Current and future landscape potential Newlands Mapping by Urban Practitioners and URS Corporation Additional design by Creative Concern
  24. 24. places, communities, image and identity
  25. 25. Old school brand theories- Products = Emotion- Organisations = Personality- Destinations = Experience-PLACES = all of the above
  26. 26. Pre-requisites Presence Anholt CityPeople Place Brands Index Pulse Potential
  27. 27. Tourism campaignsActs as a driver for image; share Shared themes, storylines and Gets you on the radar; sets the campaign tactics and themes campaign tactics context for visits and promotion Place brand & image Supporting an urban Housing market renewal Confidence & community renaissance cohesion
  28. 28. 42
  29. 29. 44
  30. 30. Simple Waymarker. Gateway Waymarker For use on fingerpost signs Simple Waymarker.For use along length of path. Continue to For use along length of path.the left. Continue to the right. Sefton’s Natural Coast Brand Guidelines page 19
  31. 31. Place brands and regeneration- A flag to rally under, to embody belief and ambition- An attract and dispersal tool for marketeers- A signifier for civic vision and strategy- A kite mark or endorsement- BUT most importantly the place IS the brand.
  32. 32. your brand is what you’re known for
  33. 33. An emerging ! Greener than‘image’ map for How do we you think Every house has a garden make it real? !Wythenshawe ! ! Stock transfer & ! investment Diversity Eight year waiting lists ! Community Space groups ! Private housing " Community Homes ! ASBO’s Affordable housing ! ! Airport / hospital WEvery school is anew school Jobs and Education Economy "Attainment improving Worklessnesssignificantly ! Unemployment improving ! Possible major change " Connections Health ! Must do better Role of the hospital ! " Major brand issue Shopping and Physical and mental Leisure health ! Where we are or where we’re going ! " Services improved Farmers market Retail offer Action point ! Where people think we are Forum Good story " ! Action needed ! Where we were
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