“   The test of a first-rate intelligence is the
    ability to hold two opposing ideas in and
    at the same time and st...
What Is Sustainability?




                   sustaina-who-a
                   sustaina-what-a

                    sust...
“Sustainability” Defined
Incrementally Unattainable




         Most definitions of sustainability include terms like

         “maintained at a c...
Step One: Awareness




      My definition of sustainability as a graphic designer, playing an active
      roll in measu...
Input,   Ning Community-Site
Input,   Widget
Learning   Spread The Word Conferences
Collaboration Super-Hero Design Camp
“Working sustainable can be
                                                     both incredibly complicated and
         ...
The “C Word”




                     Andreas Gursky 99 Cent, 1999



               Consumption.
“   If it can be measured,
                         “
    it can be managed.
    Alan Kay
As designers we are the gatekeepers of our
clients (environmental marketing) footprint.

It is our responsibility to make ...
Knowledge is an implied responsibility
Chain of Custody

Triple Bottom line

CSR Corporate Social

Responsibility

Sustainability
The 4 R’s



            R R  educe.          euse.




            R R  ecycle.         esponsibly
                      ...
1 tonne of paper of paper, 2200 lb., is the equivalent
      of 220,000 sheets of standard (20# bond) photocopy paper.
   ...
The Brief, Redux
Client / Design Brief
ì Working sustainable can be
                               Date
both incredibly complicated    Page...
Product description




Customer (user) benefits




Support for benefit claims




Competition




Distribution
Key message




Current /Desired perception




Strategic focus




Tone & Manner




Project mandates              Projec...
Budget                  Quote required?




Proposed schedule




Delivery instructions




                            th...
Spreadthe Word 2008 Creative Brief Sustainability Prompts Lr
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Spreadthe Word 2008 Creative Brief Sustainability Prompts Lr

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Some basic prompts for designers when considering project objectives. Originally presented at Print Ontario

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Spreadthe Word 2008 Creative Brief Sustainability Prompts Lr

  1. 1. “ The test of a first-rate intelligence is the ability to hold two opposing ideas in and at the same time and still retain the ability to function. One should, for example, be “ able to see that things are hopeless yet be determined to make them otherwise. F. Scott Fitzgerald
  2. 2. What Is Sustainability? sustaina-who-a sustaina-what-a sustainability
  3. 3. “Sustainability” Defined
  4. 4. Incrementally Unattainable Most definitions of sustainability include terms like “maintained at a certain level indefinitely” Or.... “meets the needs of the present without compromising the ability of future generations to meet their own needs”
  5. 5. Step One: Awareness My definition of sustainability as a graphic designer, playing an active roll in measuring not only my own footprint, but also the footprint of my clients – we are the gatekeepers of their footprint, they can’t manage it with our help, if we don’t measure it.
  6. 6. Input, Ning Community-Site
  7. 7. Input, Widget
  8. 8. Learning Spread The Word Conferences
  9. 9. Collaboration Super-Hero Design Camp
  10. 10. “Working sustainable can be both incredibly complicated and wonderfully simple. As graphic designers we like to see ourselves Environmental Economic as trendsetters and leaders. It therefore comes as no surprise that many designers are interested in Social reevaluating professional practices Sustainability and improving their environmental footprint.” Aaris Sherin, SustainAble
  11. 11. The “C Word” Andreas Gursky 99 Cent, 1999 Consumption.
  12. 12. “ If it can be measured, “ it can be managed. Alan Kay
  13. 13. As designers we are the gatekeepers of our clients (environmental marketing) footprint. It is our responsibility to make them aware of it, and our opportunity to help them manage it.
  14. 14. Knowledge is an implied responsibility
  15. 15. Chain of Custody Triple Bottom line CSR Corporate Social Responsibility Sustainability
  16. 16. The 4 R’s R R educe. euse. R R ecycle. esponsibly spec. And then ideally Offset
  17. 17. 1 tonne of paper of paper, 2200 lb., is the equivalent of 220,000 sheets of standard (20# bond) photocopy paper. That would be 440 packages, 44 cartons or 1 skid. (based on 4 metric tonnes of carbon credits per 1 tonne of paper at a cost of $15 per metric tonne thought a VEC broker) OR, 1 TOnnE OF pApER COuld mAKE Any OnE OF ThESE pApER pROduCTS 11,000 7,300 1,250 729,000 218,000 Movie Posters 24 Page Catalogs 168 Page Books Business Cards Post Cards (25" x 38" 100# coated) (8.5" x 11", 100# uncoated) (8.5" x 5.5" 80# uncoated) (2" x 3.5" 12 pt coated) (4" x 6", 12 pt. coated) TO OFFSET ThE GREEnhOuSE GASES OF 1000 unITS $ 5.45 $ 8.21 $ 48 0.08¢ 0.28¢
  18. 18. The Brief, Redux
  19. 19. Client / Design Brief ì Working sustainable can be Date both incredibly complicated Page of and wonderfully simple.î now with sustainability prompts 1 Project Project objectives Target audience
  20. 20. Product description Customer (user) benefits Support for benefit claims Competition Distribution
  21. 21. Key message Current /Desired perception Strategic focus Tone & Manner Project mandates Project lifespan
  22. 22. Budget Quote required? Proposed schedule Delivery instructions this document is shared with an unrestricted creative commons license

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