CATALYST Strategic Design Review, Issue 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 2.0
PLUS Catalyst Voices: Insights, Ventures and Explorations of the Pratt Design Management Community

Catalyzing the Conversation 2 Catalyzing the Conversation
Catalyst
What to Expect

Benign by Design: NYC
Catalyst 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 Innovation

is generative, humane, resourceful and "good by nature." Our first issue Layout Design: Erin Weber
examines the design of everyday life: our cityscapes, our buildings and
educational 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, Holly
community-focused design strategies that can enrich and sustain. Case Study on The High Line
Burns, Erin Weber

A global economy need not threaten community or commons. Robust
Illustration: Holly Burns
14 A Core 77 original accompanied by
A
Manifesto in Action
commercial activity can enable and enliven. But this will require that design Design Advisor: Merv Garretson actionable resources
serve life and that design strategists catalyze the transition from an economy Brand Advisor: William Schroeder
that generates negative consequences for human health and environment to
an 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 LEED
Catalyst is an international dialogue on strategic design sponsored and
published by the graduate program in Design Management at Pratt Institute A special thank you to Mygazines.com
who kindly donated our subscription to
26 (Re)Designing Urban
Education
of Art and Design. We begin the conversation where we are located, in New The Harlem Children's Zone
their innovative, digital newsstand.
York City, a city which has established itself as a leader in the design of
urban space, social transformation and economic innovation.
34 Designing Web 2.0 for the
Environment
Q&A with the founders of ioby.org
Mary McBride
Director 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 Voices
Excerpt 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 Technology
and 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 Graduate
the 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.

http://catalystsdr.wordpress.com/ 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
CatalystSDR@gmail.com.
54 Ventures and Explorations of the
News from Alumni and Staff
Pratt Design Management Program

2
2 CATALYST Spring/Summer 2009
CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 3

NEW YORK CITY has a long history of being an incubator for innova-
tion and new thought. Timescapes: A Multimedia Portrait of New
York narrates the city’s story through imagery and visual graphics.
The video presentation inspired the compilation of these excerpts
that 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 Yorkers
creative 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 families
current 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 City's history of innovation.
Below is a freeze frame of Timescapes. The multimedia presentation can
be 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:
www.mcny.org

Local Projects, a media design firm:
www.localprojects.net

4 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST 5

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.


Front spread:
Photographs taken
by Joe Sternfeld
inspired the founders
of Friends of the
High Line to launch
the reclamation
project. [Joe
Sternfeld © 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 evident
graphics designed
to 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 Field
various possible had been abandoned twenty years earlier, into a three neighborhoods, even passing through the Operations explained, “This intermixing of plants
relationships community destination and landmark. David and interiors of buildings.”1 The park stretches more with paving creates a rambling, textural effect of
between the modular
walkway planks
and plant life.
[James Corner Field
Operations and Diller
Scofidio + Renfro.
Courtesy of the City
of New York.]

8 CATALYST Spring/Summer 2009 Spring/Summer 2009 CATALYST
Spring/Summer 2009 CATALYST 9
9

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, the

images.” 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 York


Growing Value Strategy in Action
The High Line offers the New York community a
wealth of environmental, social and economic
value. It brings wildlife and plant life to an otherwise
industrial area mostly covered in cement and
asphalt. The wilderness brings more than much
needed public recreational space; it also serves
High Line:
as a cooling agent to offset heat reflected from Creative Asset Allocation
seemingly endless blocks of concrete and glass.
At a time when the climate change crisis demands
action from all sectors, the environmental benefits > DESIGN transparent visual
of adding green space in urban areas are gaining communication
more attention.

Culturally, the park is an oasis for recreation > UTILIZE a breadth of digital
and interaction between community members. and print media
As James Corner, Principal of Field Operations,
explains, “The strategy is to slow things down, > FACILITATE private/public partnerships
to promote a sense of duration and of being in
another place, where time seems less pressing. > RECLAIM existing infrastructure
Long stairways, meandering pathways and hidden
Rendering of
niches with seating encourage taking one’s time.”1 the sundeck > INTRODUCE nature to the
Similarly, architect, Richaro Scofidio describes, which features
built environment
“Access points are durational experiences designed a wading pool.
Located between
to prolong the transition from the frenetic pace of
14th and 15th
the city streets to the slow, otherworldly landscape streets.
of the High Line.”1 As the neighborhood arteries
surrounding the High Line have transitioned away
from industrial uses, local residents and workers The Southern-
most entrance
are 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 more
attractive in the eyes of home buyers, corporations
and tourists. As evidenced in the surrounding
developments by some of the most notable
architects in the industry, the High Line has already
fueled much local real estate attention. Beyond
satisfying an acute environmental and social
References
1. Designing the High Line, 2008
need, the project provides significant economic
incentives for civil involvement. Motivations come 2. Visualizing Information for Advocacy
in the form of tax revenues from newly developed written by John Emerson
property, increased property value surrounding
the elevated park and increased tourist traffic. As
Mayor Michael Bloomberg touts, “In years to come, Related Resources
it is destined to become one of our city’s most Friends of the High Line: www.thehighline.org
treasured and iconic public spaces.”1 The High Line Blog: blog.thehighline.org
Because the High Line is a truly unique A collection of videos about the High Line
undertaking in the U.S., it serves as a beacon, a Architecture firm Diller Scofidio + Renfro
call to investigate our urban environments that Landscape Architecture firm Field Operations
have been abandoned. It is imperative that a call
to action include uncovering and deploying assets Catalyst Blog
through creative thinking, particularly in urban
Continue the conversation about the High Line on
redevelopment. Through strategic design these the Catalyst blog.
spaces can bring a windfall of benefits. As America
is faced with “reinventing” herself, perhaps See how another iconic NYC landmark, the
maintaining a sense of wilderness as a part of Empire State Building, is being upgraded to
progress is a small step in the right direction. sustainable status.


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 Core77.com 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 Owner's
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 don't like the word manifesto. It reeks of dogma and rules—two things and systems thinking are leading the
practices.
ship. But it's a partnership that's 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
don't like lines, or groups. So a manifesto probably isn't 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 doesn't 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 I'll 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 Thackara's 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 they'll 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 can't 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 it's an especially when they can't see the gunk inside it, we
good starting point for designers. For a And that means that we have to stop Recommended Reading: can't expect people to sympathize with
group of people who pride themselves making crap. It's really as simple as In the Bubble: Designing a Complex World greener products if they can't appreciate
on "problem solving" and improving that. We are suffocating, drowning, and by John Thackara the consequences of any products at all.
people's 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 there's 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 we're in the artifact business, but designers are feeding and feeding this
we're not; we're 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 isn't a dirty word exactly, but it probably
positive environmental and social impact oughta be.
through design: The embargo has left
Cubans with a fleet
www.designersaccord.org With the failed historic strategy of of aging automobiles.
America's 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 "Don't 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.


Why does our packaging
so often outlive the
Metrics Before Magic consequences of a material or process
or assembly in a design you're consid-
products it is meant to
Metrics do not get in the way of being ering, maybe it's 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 you've 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 Everything
Design for Impermanence
Understanding that all design happens
In 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 way
Product Design," my student Robert Climates Before Primates to becoming a good designer. You can be
Blinn argues that we are the only species a bad designer after that, of course, but
who designs for permanence—for This is the a priori, self-evident truth. If
we have any hope of staying here, we you don't stand a chance of being a good
longevity—rather than for an ecosystem one if you don't first consider context.
in which everything is recycled into need to look after our home. And our
anthropocentric worldview is liter- It's 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 we've got bigger problems service, you name it—if it doesn't take
we produce (we are terrified of, and context into account, it's crap. And you
often legally risk-averse to, failure), but right now.
already promised not to make any more
it is patently obvious that our ways and of that.
means are completely antithetical to
how planet earth manufactures, tools, Greg Mortenson dedicated himself to raising
and recycles things. We choose inorganic Look out for Copenhagen Design Week funds to build a school in a remote Afghan
materials precisely because biological (August 27- September 6, 2009) to be village. When he arrived with the necessary
organisms cannot consume them, while a prelude to the United Nations Climate supplies, the village elders thanked him
the natural world uses the same building Balance Before Talents Change Conference which will take and explained the more immediate need
blocks over and over again. It is indeed place in Copenhagen this December. for a bridge to shorten the long journey
Cradle-to-Cradle or cradle-to-grave, I'm The proportion of a solution needs to to the next village. The elders understood
afraid. balance with its problem: we don't 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 don't need a This point is particularly true when design- a school. Mortenson's journey and inspiring
To learn more about how to incorporate car that gets 17 MPG to, well, we don't ing for social impact, when resources are work in Afghanistan are chronicled in the
Biomimicry 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 the
12 sustainable design ideas from nature. our ability to be smart. They're two Rockefeller Foundation's Design for Social
different things. Impact How-To Guide. Catalyst Blog
Add more resources on the Catalyst blog.


A Call for Resourceful
Architecture 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’ buildings
Randolph R. Croxton, FAIA
popping up on a regular basis. Given these very
A founder of sustainable and `green' architecture
in America and recipient of the USGBC's National positive developments, one could easily conclude Continuity of Operations/Mission
Leadership Award in 2005 and 2008, Mr. Croxton that the City is well on the way to a sustainable This fundamental design attribute creates ‘access
has led his firm in their receipt of the profession's transformation and that 'carbon neutral' or 'energy mapping,’© a protocol which enables retrofit and
highest 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 the
the first sustainable design green guidelines in 1950s and 1960s which envisioned fleets of personal Benign Renovation
1994 (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 Center
Sustainable 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/liability.
post 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 more
durable 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.


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 York's 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-range


Life Safety, Daylit Spaces Resourcefulness: First Principles
and Outdoor Rooms and Gravity Driven System
Going Beyond LEED and Current Practice, Johnson Hall not Going Beyond LEED and Current Practice, Johnson Hall of
only achieves the Daylight and Views Credit, but also brings Science not only achieves the Storm Water + Sustainable
additional levels of borrowed light into all public corridors, Sites Credit, but also (in consultation with St Lawrence
assuring 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 both
building mass into slender parallel wings, orienting north/ the project’s storm water and, in addition, the previously
south 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 11.2
wind break and solar ‘catchment’ for the limited winter solar acres. A key sustainable site attribute for this system design
loads at this northern setting. The indoor/outdoor connection was the advantageous drop in grade down to the Little River.
is a constant reality to all building occupants; during daylight However, a combination of sub-grade obstructions to the east Using natural
systems to create a
hours, all rooms receive 50% indirect light and 50% diffuse/ and the continuous line of classroom buildings to the south productive landscape
controlled 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 drilling
First 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 artistic
and analytical expression of solar traverse at Johnson Hall
has been etched into the Main Entry Lobby glass wall facing
directly south. A gnomon mounted on the Solar Court side of Sun Study
for the solar
the glass casts a round shadow and center point of light that calendar/clock.
moves across the outer symbolic etched pattern (this pattern
is the familiar sun angle pattern typically used for reference/
analytical purposes). This same point of light passes through
to the interior face of the glass which has a calibrated red grid
which provides an observationally correct reading (by month, Process Management: Early Integration
day, hour) of the moving point of light through the entire year A detailed cost-benefit analysis demonstrated that although and LEED Proficiency at Contractor
with 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 a
View 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.


Lesson from the Global Looking forward
Roller Coaster In closing, we can imagine a number of
strategic concepts we will need to employ
Beginning 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 basic
experienced a harrowing demonstration of our strategies apply to all scales from single story
now near total interconnectivity with all other to skyscraper.)
nations. In addition, the dramatic fluctuation of
energy prices in 2008 was one example of hyper-
The typical energy densities of our buildings
competition 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 the
late 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, all
of 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-fuel
Sustainability. 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 in
the 1992 UN Earth Summit, "sustainability" sought
an 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 assist
environment and equity. In the ensuing 17 years
this 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 net
currency and consensus among nations and
cultures. What we have apparently been missing
center. destructive impacts are inherent in their realiza-
Cross-balancing energy uses between
complementary building types and functions
was 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 programmatic
ability 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 at
form of economic development and the single able assets. There has not been an equivalent time www.usgbc.org
greatest driver of the patterns of energy and of crisis in the entire range of the natural and built
Buildings will go beyond the BMS (Building
resource 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 Climate
think 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 ‘carbon
tion 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 have
key 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 Croxton's conversation on our blog.


(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 on
Geoffrey Canada,
Founder and CEO Slate.com last fall. The essay is followed
of the Harlem
Children’s Zone, by an analysis and recommendations for
planning the
program's unique, the use of design management processes
grassroots, neigh-
borhood recruit- and practices to further enhance the
ment strategy.
successful program.
All photographs
copyright Alex
Tehrani 2008.CATALYST Spring/Summer 2009
26 Spring/Summer 2009 CATALYST 27

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 couldn't 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 Children's 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,
Children's 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 won't have much of
article, I'm 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 weren't 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 Canada's system isn't easy. It requires a lot of hard work today. They wouldn't 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 Children's 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 Children's 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 Canada's 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 Burns


Erin Weber is a student in the Pratt Design Management program. 100%
Obama's 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 Children's 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 during
be competent, engaged students for the rest of Expecting mothers Obama's "Promise Neighborhoods" could chal- Monica Lucente
participating in the weekend classes. Similarly, parents of toddlers are teaching a Harlem
their 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 in
cult 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 didn't complete high Geoffrey Canada's argument is that it no longer
ment of their children. Instead of circumventing the
school.  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, it's not a real solution to the neighborhood's
behind grade level, and whose subsequent middle problems. And it isn't enough to provide social
school careers were a constant struggle. This new services to poor children if their neighborhood
generation of kids had the good fortune to find a schools are still giving them a lousy education. A Communicating Success
place on the Conveyor Belt, and that meant they true solution to the problem of underachievement Mr. U passion-
Although Geoffrey Canada believes that success
faced 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 math
growing 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
That's the real point of the Harlem Children's Zone,
candidate named Barack Obama gave a speech in regions who do not want to wait 21 years to see
and, I think, it's going to be the next chapter in the
which he praised Geoffrey Canada and the Harlem tangible results. As Tough detailed in his book What-
Children’s Zone. “When I'm 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 be
to replicate the Harlem Children's Zone in twenty Harlem’s children are quite remarkable: typical 6th Promise
Ryan Sparzak is a
cities across the country. We'll train staff, we'll have teacher at Promise graders entering the Promise Academy scored in Academy
Academy. He is the 39th percentile among New York City's math
them 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
eliminated
funding 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 aren't yet airtight data to prove that Although these facts and many more can between its
90% 87%
Promise Academy:
Canada's 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 School

nities around the country, Obama's replication HCZ programs have yet to find their way into an dents and the
70% Math Scores
project 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 role
speech announcing the plan, "…every step these students."
cities take will be evaluated, and if certain plans or
programs aren't 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 2008

30 CATALYST Spring/Summer 2009 tive media such as Many Eyes. Spring/Summer 2009 CATALYST 31

"I’m going to create 20 Harlem Children’s Zones around the country." - Secretary of Education Duncan

Talking with Secretary of
A Strategy for Growth Education Duncan
- U.S. Secretary of Education Excerpt from Chicago Magazine, April 2009
Education is the starting point for a
By Jennifer Tanaka
sustainable future. In John Kao’s book
Innovation Nation, the author describes
how America is losing its creative edge TANKA: Have you read Whatever It Takes, the new
to countries that have a better system book about Geoffrey Canada’s Harlem Children’s
for developing creativity and an appre- Zone? I bring it up because that project, which tries
ciation for education and intelligence. to catch kids from birth and guide them all the way
The new administration in Washington to college, suggests that it may be necessary in
has voiced a renewed interest in educa- certain communities for the neighborhood school to
tion reform across the United States take on functions that lie traditionally in the realm
and 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 economic
downturn, Secretary of Education Arne TANKA: Obviously you’re familiar with what
Duncan recently pledged his support of he’s doing.  
expanding the HCZ strategy to other
cities around the country. The implica- DUNCAN: Yes. I’m going to create 20 Harlem
tion 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 opposition
dren’s Zone to other communities is a
to the federal role expanding in that way?  
complex and daunting task. HCZ already
manages 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 to
attend customized workshops to guide
the implementation of HCZ practice in
their own hometowns. Because of its
popularity, the Practitioners Institute
requires admissions applications and
has dramatic requirements and high
expectations for attendees. Based on
References
1. Paul Tough. Whatever it Takes: Geoffrey Canada's
the 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 York
strategic implementation tools such as Times, May 8, 2009.
operational guidebooks, workbooks,
Slate.com blog posts by Paul Tough
graphs and structural diagrams.

What does the future hold for the
Harlem Children’s Zone? Hopefully
Related Resources
To learn more or donate to the Harlem Children's Zone,
while the conveyor belt strategy is
visit their web site: www.hcz.org
proven successful by incremental
academic tests, the HCZ curriculum Watch Sir Ken Robinson discuss
will also expand to include a nurturing “Do schools kill creativity” at the TED conference
of creativity and innovative problem
solving. 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 Promise
children and their future capacity for Academy 1 Elementary
imagination and creativity. School, encourages a
student with a hug.
Catalyst Blog
Continue this conversation about redesigning Ameri-
ca's education system on the Catalyst blog.


ioby.org 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. ioby.org 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?
talism's 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. ioby.org 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.


With so much "green" info online, what's 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: donorschoose.org and kiva.org.
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 ioby.org 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 ioby.org 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 ioby.org, 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 ioby.org to see pictures
> ESTABLISH USER ACCOUNTS
concepts of charitable giving, organizational membership
Like our tagline says, it's "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?
ioby.org 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 ioby.org, 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.org


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-tank
sample 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-based
interested 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 ecology
water harvest system, the American Littoral Society is orga-
from Yale University. On sunny days, you can find him running
nizing 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 Clinton
building 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 the
more 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 at
those 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 supports
memorial 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. EPA's 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 a
Who 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. Cassie
to bring the idea to fruition? earned her Master's 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 there's 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 but
we’ll mention three here. First, FuseIQ, has helped us build
and 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 its
really 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 public
ronmental 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’s
World, 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 Environmental
the 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 Yale
Bowring, 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 in
quickly, 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 and
What tools and strategies have
increasing numbers of new projects. These projects will have
you used to spread the word? tangible, measurable outcomes based on our environmental
ioby 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 pollutants
30-second YouTube video, blogs and twitter have allowed us from air, water and land. To ensure that we are building
to build a real base of followers in anticipation of the launch new partnerships, we hope to see an increasing number
of our website. It’s very cool to see the Internet really work for of new collaborative projects, increasing cross-community
the environmental movement in this way. exchanges and replicated projects.

But beyond measure, the success of ioby will mean a
What 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.org
and 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 Resources
ronmental 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 Speth
they’ve been trying to get funded. There are shovel-ready other targeted cities. Detroit and New Orleans, Baltimore and www.kiva.org
Seattle are all on the list of possible areas. Because ioby is www.donorschoose.org
projects all over the city, just waiting for that $419 to get the
materials. 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 Blog
about the idea of getting involved in meaningful work in the Continue the conversation about ioby.org.


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 term
has often come to be misinterpreted as “volunteerism” or “free work” because
of its broad use across various practices such as law, medicine, marketing and
design. 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 Change
It is Good Exercise a well deserved “what fun...that’s so cool that you
do this...how 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 extra
tedious and unglamorous responsibilities of day- your best when you are able to provide change
fodder for your conversation or resumé, it should
to-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 satisfaction
to 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 the
busy, practicing designer include a minimal
amount of core design skills; if one is working
It is a Great Chance to organization is critical, as they will eventually
on 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 don't make great designers; they don’t
have a design idea is only a small part of the work even make so-so ones. People who don't give Money is Never The Issue
that is done. The rest is usually a slew of emails a sh*t about other people or things are both
involving 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 provided
and 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” as
farther 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 or
the 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 pro
an 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 think
practicing 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 someone
Some 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 cross
annuals and how-to books, others go to every because of their own benevolent nature. A
the street or mowing a sick neighbor's lawn.
design conference that comes around and good brief will expose the challenges at hand,
In reality, a pro bono job may require as much
some just casually mine through clever portfolio which are reasonable tasks for the designer to
work as one with a six figure budget. You have
websites or FFFFOUND.com for cool work. solve in the course of the project. Scope creep
to be in it for the long haul with the pro bono
Whatever the inspiration, pro bono work is a and misunderstandings can occur without
client as with any other, and your integrity will
great way to get back on the creative track. a good brief and open communication.
follow with the full execution of the work.


Pro Bono in Action
Wolff Olins designed this typographic identity
solution for Macmillan Cancer Support.
Read more at Identityworks.com

Landor Associates developed this unique slogan
logo for YWCA. Learn more at Identityworks.com

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 you'll 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 it's Satisfaction will come in knowing you’ve made
their first time hiring a designer. In the future, they a difference for the client's 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 world's 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 in...at 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 identityworks.com 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.

CATALYST VOICES 43

Global and Local Success Stories GPS Tracking System
1. Combine newly available technologies such as onboard
Curitiba is a compact city in Brazil. Its five main radial bus
GPS and advanced traffic signal control systems. The bus
lines are only about six miles long. Prepayment of fares
signal priority system adjusts the operation of traffic signals
and level boarding, systems typically found in rail systems,
along bus routes, so that buses carrying passengers receive
create a very efficient boarding and de-boarding process. A
fewer red signals with minimal disruption to other traffic.
bi-articulated bus (a 5-door, 82-foot bus built by Volvo which
is currently used only in Curitiba) with a load of 270 people Example: Metro Transit, the transit agency serving the
can board or de-board in about 20 seconds. The average Minneapolis-St. Paul metropolitan area, has recently installed
speed of buses using the bus way is 13 miles per hour–twice Automatic Vehicle Location (AVL) systems in its fleet of buses
the estimated speed for buses operating in the same Curitiba in an effort to improve service quality. These systems utilize
corridors 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 are
serves Bogotá, Colombia. TransMilenio consists of numerous
adhering to their schedules, and can also be used to provide
elevated stations in the center of a main avenue. Users pay
updates on arrival times at major transit stations.
at the station and await the arrival of the bus, whose doors
open at the same time as the sliding glass doors of the 2. Introduce digital displays. Initial introduction will be on
station. A dedicated lane on each side of the station allows major intersections throughout the city to display the exact
express 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 the
diesel-powered, split into two sections with an accordion-like operation of computerized traffic signal controllers and the
rotating middle to allow for sharp turns, and have a capacity movements of buses using wireless data transmission, which
of 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 the
examples 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 boards
along with artwork and seating. The Silver Line uses a fleet Phone System
of high-tech, 60-foot, articulated buses. The buses’ three wide
GPS technology can be combined with cell phone technology
doors, 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 be
and everyone else.
utilized to make such software available, free of
charge, to the public. This would enable the
The Design Challenge passenger to gauge exactly how far the
bus is from the stop while sitting
Where we see an opportunity to improve the bus rider experi-

SOLUTIONS AND RECOMMENDATIONS
in the comfort of their homes
ence through bus rapid transit is to introduce an intelligent
or workplace.
and sophisticated online network that is linked to the GPS
system incorporated within the bus system. The goal of this
service is to notify customers in real time of service sched- Technology is always evolving and customers are continuously adapting to it and
ules 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 user
to enhance the rider’s experience. Typical target users
population, visited social network sites at least once a month, an 11% increase from 2007
include tech savvy riders between the ages of 15-80 years
old, including the disabled population, the elderly, working (emarketer.com). By 2013, an estimated 52% of Internet users will be regular social network
professionals 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.

CATALYST VOICES 45

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 MTA's 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 existing
Example of an SMS infrastructure and resources if it provides an efficient and
message posted to Example: The M34 bus that just passed 7th reliable service for its customers.
a bus community Avenue has no air conditioning. Passenger
by a commuter and
MerviMan is annoyed and sends an SMS message
associated with a
specific bus using M34 2701 has no to the M34 online community. Using GPS the Mervi- Data Retrieval
GPS 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. www.ny.com/transportation/buses/
public can offer positive and negative feedback on will immediately get a status update, via text message, sent
2. www.ctia.org/advocacy/research/index.cfm/
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. emarketer.com
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: www.mta.gov
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).

CATALYST VOICES 47

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.” (www.manavodaya.org.in). 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.
CATALYST VOICES 49

MANAGING VALUE CAPTURING VALUE
SEED – This is the purpose, mission, vision, values and
leadership 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 the
starting point, or the foundation for the organization. It
organization uses to reach its customers.
distinguishes the social enterprise from a company that
began based on a single product or service concept. LEAVES – Brand touch points, or leaves, include the
The seed, or purpose and values, of an organiza- organization’s marketing communications and customer
tion provides the filter to create a clear, focused and service. All the leaves combine to create consumer
authentic message to consumers and organizational
stakeholders. 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 that
true to their fundamental principles and consistently is offered to the end consumer. All steps leading up to
communicating 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 an
organization—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, distribution
development, logistics, marketing, business plan and channels and network influences, helps to define an
finance activities. All activities and operations start organization’s value proposition.
here with managing the direction, growth and resources BRANCHES
of an organization to focus around the seed. This base
External Partner Network MEASURING VALUE
harnesses the work of employees throughout both the
external 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 developing
with an organization’s leadership. Input from DM at
its products and services. These resources sustain
the base of the tree affects how leaders use human-
growth and prosperity, while dictating the fixed costs of
centric 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 consequence
GENERATING VALUE of production or what remains after a product is created
ROOTS – Supporting all the work of the organiza- and sold. A sustainable organization does what it can to
tion, the roots include the internal partner network of minimize waste, designing and developing products in a
producers 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 to
and initiate the process of marshalling, transforming be absorbed by other systems or services, becoming
and 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 Management
TRUNK – This is where the design, development and mine the type of tree that an organization is. Organiza-
Operations I Business Models
logistics use the root network (procurement) to direct
and 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 of
production to become the products and services offered the external financial, market, social and environmental
to consumers. The base directs this process by which
unrefined components, materials and assets become
INTERNAL forces that influence its growth and health. Just as
certain trees survive in different climates around the
valuable objects and services that consumers want to SEED world, organizations that have unique attributes and
purchase. The trunk is the innovation and development Values I Mission I Vision competencies allow them to survive in challenging and
process 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 and
and implementation of design deliverables, exhibited
& Production Processes
intangible value of an organization’s products or
in 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 to
and 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 and
framing 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 Blog
in 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. Spring/Summer 2009 CATALYST
50 CATALYST Spring/Summer 2009 CATALYST VOICES 51

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-
festo's 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
book's 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 Weber

Spring/Summer 2009 CATALYST

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. (www.farragodesign.com), and Pratt DM inspired at an early age by her mother’s
Spaces (www.pps.org), 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 isn't working to improve our consumer protection, while discouraging When she's not working or teaching,
livablestreets.org), a division of an open- Design, they have been working with crafts On a personal note, Reeta loves relaxing
urban environment, she's 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 (www.mochihome.com). Prior to joining the Banking Depart- photography and doing her best to keep in
ningproject.org). 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 she's 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 www.rebuildgroup.org.
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 http://www.habitat-nola.org/
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

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 as
Article 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 world's 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 Children's 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 Manhattan's West recommendations for the New York City
child's 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
Children's Zone. Tough's 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 Zone's growth and
Allan Chochinov's 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,
ioby.org is a new initiative based out of while taking into account a triple bottom
Brooklyn. ioby's 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.

CATALYST Strategic Design Review, Issue 1

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