Design For Good


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AIGA 2012 Leadership Retreat
Breakout Session, Design For Good

May 31, 2012, 2:30-3:15 PM

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Design For Good

  1. 1. AIGA 2012 Leadership RetreatBreakout Session :: Design For Good May 31, 2012 :: 2:30-3:15 PM
  2. 2. Let’s start off with a quote...
  3. 3. “Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?”
  4. 4. A quote from the Steve Jobs biography by Walter Isaacson. Delivered by Steve during the Spring of 1983 to lure John Sculley, then President of PepsiCo, into becoming the new President of Apple.
  5. 5. Design For Good is that chance to change the world.
  6. 6. Just like Apple used great design to revolutionize personal computing, define, and then redefine existing industries: music players, smart phones, tablets & whatever is next... Design For Good uses great design to ignite, accelerate and amplify design-driven social change.
  7. 7. Like Apple, Design For Good can revolutionizerelationships between designers, our design industry, our communities and our design businesses.
  8. 8. The ideas and practices have been around for awhile, butAIGA officially launched Design for Good in Oct 2011.
  9. 9. A perfect Design For Good example...
  10. 10. AIGA’s own Doug Powell, his family, and their incredible journey of improving Type 1 Diabetes and generalhealthcare informative materials through great solutions, great thoughts, great awareness & great design.
  11. 11. The Powell’s self-initiated outcome was the core of Design For Good’s position - combine resources,networks, experiences and narrative in a collaborative way to promote positive social change.
  12. 12. The Powell’s approach reminds me of agreat quote from Debbie Millman’s book,Brand Thinking and Other Noble Pursuits.
  13. 13. Debbie Millman and Brian Collins, Chairman & ChiefCreative Officer of COLLINS in NYC, were discussing thecommon description that designers are “problem solvers.”
  14. 14. Brian Collins offered up this quote, which I think ties in well with Design For Good philosophies, and that is...
  15. 15. “Our sensibilities, as well as our sensitivities, give us great pattern-recognition skills. We should go into situations, communities, organizations, industries, companies, and start looking for problems.”
  16. 16. Let’s step back to the Alabama Design Summit for a moment, which took place in July 2011.
  17. 17. Stepping back will allow us to lay the framework for what would become theAIGA Charlotte Design For Good Poster Initiative.
  18. 18. Rachel Martin, our VP of Sustainability, attended, along with Doug Powell, and 50 other designers participated.There were 3 days, 4 teams of 5 designers, 5 community / organization leaders and 1 moderator per team.
  19. 19. They conducted working sessions to tackle, discuss,brainstorm and collaborate on solutions that could benefit Birmingham’s community. Rachel, and all other participants, were moved, energized and compelled to do more.
  20. 20. Rachel Martin came back to Charlotte inspired...
  21. 21. Rachel wanted to do something on the ground in Charlotte to engage designers in the area to work with nonprofits andcreate positive change in our own backyard.
  22. 22. Rachel worked with the AIGA Charlotte Board to assess, design, architect & administer what would become our AIGA Charlotte Design For Good Poster Initiative.
  23. 23. The 7 key planning steps for our AIGA Charlotte Design For Good Poster Initiative...
  24. 24. 1st Step:Assess what type of event format could be supported properly in Charlotte.
  25. 25. A design summit was the original goal, butthere were concerns about a lack of adequate resources, involvement and resources to execute it effectively.
  26. 26. To host an actual Design Summit, and getting city leadersand a cause/nonprofit to work with, seemed a dauntingtask and perhaps a bit too large scale to dive into just yet, based on the culture of our creative community.
  27. 27. 2nd Step: Define what event formatcould be executed in Charlotte.
  28. 28. What type of event could Charlotte effectively support? Instead, we took a small step toward this goal anddeveloped the Design for Good Poster Show Initiative.
  29. 29. We based the approach on local CharlotteDesigners working with Nonprofits and SocialEntrepreneurial Businesses, which would engage sustainability and social responsibility.
  30. 30. 3rd Step:Assess validity of event format idea.
  31. 31. Why a poster show initiative?We harnessed the momentum and great success we hadfrom our first ever #TweetMarket event in June 2011.
  32. 32. Over 35 designers submitted posters based on funny, sarcastic tweets (using 140 characters or less.) The event was well designed and received by the community. It was a successful event in that we haddesigners coming out of the woodwork to participate.
  33. 33. 4th Step:Define all of the steps through the life of the event.
  34. 34. What sectors of the community can be pulled together? We targeted AIGA Members, Non-member creatives,venue business owners, supporting resource partners, Nonprofit organizations, Social Entrepreneurial Businesses, and the general public.
  35. 35. Can people participate, if they can’t attend?We provided Creative Briefs in person, in digital format and made it as easy as possible for participants. Weprovided all necessary input, along with suggestions for topics and a list of organizations and causes.
  36. 36. How can everyone’s submissions look consistent and showcase the purpose of the event effectively?We controlled submission visuals by limiting dimensionsto a common size and orientation. This also maximizedefficiencies for supporting our resource printing partner.
  37. 37. We provided a cohesive visual experience for gallery show attendees by presenting all environmentalposters in one color only and all social responsibility posters in another one color only.
  38. 38. How can event materials and posters be produced in an environmentally consciousness manner?We provided as much information digitally as possible. We printed all posters using recycled paper and environmental friendly printing processes.
  39. 39. 5th Step:Plan beyond the initial Kick-Off event and Gallery Show event to leverage usage and exposure.
  40. 40. What life beyond the Gallery Show event can these posters experience?We clearly informed participants that poster submissions would become the property of AIGA Charlotte.
  41. 41. A website was created for the AIGA Charlotte Design ForGood Poster Initiative ( ) and the posters were displayed within an online gallery.
  42. 42. Posters were then loaned on exhibit to the Art Institute of Charlotte for 2.5 months in Mar / May 2012. Beyond the general public exhibition, Art Institute ofCharlotte faculty used the poster exhibit for teaching and generating project assignments for their students.
  43. 43. Beyond exhibitions and online gallery displays, can the posters be re-used in another fashion?We have plans to exhibit during the DNC in Sep 2012 toeducate visitors & policy makers about our local nonprofit community and designers creating positive change.
  44. 44. We also have plans to sell them at future AIGA Charlotte events to raise funds. Beyond sales, we have plans to chop, recycle and screenprint over posters for usage as futurecommunication materials to AIGA Charlotte members.
  45. 45. 6th Step:Decide how to promote this event.
  46. 46. We decided the poster model would be a perfect fit and launched our AIGA CharlotteDesign for Good Poster Initiative in Sep 2011.
  47. 47. We challenged designers to create a poster that wouldinform Charlotte area citizens about environmental andsocial issues and inspire the community to create positive change in our growing city.
  48. 48. Description?“What if #TweetMarket & Eat Your Greens had a baby... You’d have tweeters hugging trees? Umm... No. You’d have the Design for Good Poster Initiative! Yay!”
  49. 49. 7th Step:Plan the event logistic details.
  50. 50. How will this event work?
  52. 52. Wednesday, September 28, 2011 from 6:30 - 8:30p Common Market South EndFeaturing: $5 organic wine tasting
  53. 53. Join your fellow design community for happy hour, mingling, tasty libations, and (most importantly)sign up to receive an AIGA Charlotte Design For Good Poster Initiative Creative Brief.
  54. 54. 2. DESIGN A POSTER
  55. 55. Design a poster, relating to the Creative Brief you receivedat the Design For Good Poster Initiative Kick-Off Event. The poster can be a type treatment, illustration, photograph, collage, watercolor, etc. Posters made non-digitally must be submitted as scans in the proper format.
  56. 56. Dimensions: 18” x 24” trim sizeColor: Monochromatic (one color or shades of one color) PMS 320 Uncoated (Aqua) for Environmental PMS 185 Uncoated (Red) for Social Responsibility Format: Press Ready PDF, under 10 MB, 300ppi
  57. 57. 3. SUBMIT BY OCTOBER 21
  58. 58. All monochromatic Press Ready PDF posters must be submitted on or before FRIDAY, OCTOBER 21, 2011BY 5:00PM to be included in the AIGA Charlotte Design For Good Poster Initative Gallery Show.
  59. 59. Posters will be displayed on AIGA Charlotte’s onlinegallery and be printed for the AIGA Charlotte Design For Good Poster Iniatative Gallery Exhibit Show on Friday, November 4, 2011.
  61. 61. Friday, November 4, 2011 from 6:30 - 8:30p Dialect DesignWe tied in the general public by conducting the Gallery Show Event during a NoDa Gallery Crawl night.
  62. 62. Join your closest friends and colleagues to honoryour hard work for Design for Good and view all of the submissions.
  63. 63. We’ll be inviting the local nonprofit community where you can meet the dedicated folks behind these environmental and socially responsible organizations. And, if you wish,share your poster with them for a future campaign to help raise awareness for their cause.
  64. 64. 5. SPREAD THE WORD
  65. 65. Use hashtag #d4g_posters to share updates, ask questions and discuss the Design for Good Poster Initiative! Yay!
  66. 66. 6. CAN’T MAKE IT?
  67. 67. If you would like to participate in the poster show, but are unable to attend the AIGA Charlotte Design For Good Poster Initiative Kick-Off Event,please email Rachel Martin ( to receive your Creative Brief.
  68. 68. Open to AIGA Charlotte Members, Non-Members, Students through Professionals, and anyone who wants to be involved and participate.
  69. 69. Results...
  70. 70. Kick-Off Event: 100+ attendees 89 designers signed up to design a poster52 designers participated and submitted a poster design Gallery Show Event: 150+ attendees
  71. 71. Challenges...
  72. 72. Numbers were strong for Charlotte, but we would haveliked more participation - a concern from the beginning. We invited several nonprofit organizations and policy leaders, some did attend the gallery show, butwe would have liked more - again, an original concern.
  73. 73. It was a challenge to educate designers, nonprofits and the general public about the value of design and Design For Good - each individual case was viewed as a success.
  74. 74. We worked hard to facilitate designer and nonprofitorganization relationships - initially concerned if it would happen, but a few did, and each is considered a success.
  75. 75. Effectiveness...
  76. 76. We used The Living Principles as the framework for ourAIGA Charlotte Design For Good Poster Initiative, as it relates to environmental and social responsibility. Economy, People, Enviornment, Culture.
  77. 77. EconomySome posters were more successful than others, but theycreated awareness for certain nonprofits, which ultimately helped with fundraising efforts. And...
  78. 78. The Design For Good Poster Initiative also fostered newrelationships with designers and nonprofits that in turn evolved into some pro-bono and actual paid work.
  79. 79. People We used the AIGA Charlotte website, many local blogsand event calendars, along with our Twitter and Facebook feeds, as our platform for information.
  80. 80. This helped to introduce the general public to localcauses / nonprofits; introduce nonprofits to designers, and introduce designers to local causes. And...
  81. 81. It also helped create a deeper relationship with designersto the city they live in, along with inspired Charlotteans to create positive change and to do service for good!
  82. 82. Environment The posters themselves were printed by anenvironmentally friendly and small family-owned Charlotte local printer. And...
  83. 83. The Creative Briefs had straight forward Objectives: Keep it positive, and design a poster to inspire and encourage environmental awareness and social responsibility.
  84. 84. Culture This event brought morale and empowerment todesigners, the general public and nonprofits to be doing more good and taking action. And...
  85. 85. It created excitement for the public, as well as, designersand nonprofits who worked together for a common goal.
  86. 86. Let’s end with a quote...
  87. 87. “At the end of your career, are you really going to wish that you would have designed one more logo?”
  88. 88. A quote from Charlotte’s own Keith Greenstein, ACD at BooneOakley and recently seen on The Pitch. We are paraphrasing from an AIGA Charlotte BuzZevent that Keith spoke at recently, which was about cause marketing and Design For Good initiatives.
  89. 89. Presented by Kevin Brindley (@KevinBrindley), President of AIGA Charlotte, for a Breakout Session during the 2012 AIGA Leadership Retreat on May 31, 2012.
  90. 90. Reference Links (In order of presentation): Steve Jobs by Walter Isaacson: id431617578?mt=11
  91. 91. AIGA Design For Good: AIGA Design For Good Video:
  92. 92. Brand Thinking and Other Noble Pursuits by Debbie Millman: AIGA Charlotte:
  93. 93. AIGA Charlotte Design For Good Poster Inititative: The Living Principles:
  94. 94. Keith Greenstein: home.html
  95. 95. Thank you.