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GDUSA Green Newsletter

August 2012

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A GOLD MEDAL FOR GREEN

My wife, Susan, has long had an idea to help Brits get some semblance of exercise: weighted ice cubes for their gin and tonics. Having forged a wonderful career at the Christie’s auction house, she is an Anglophile and makes her joke out of fondness. I am more skeptical of British post-imperial capabilities — and I’ve seen them drink up close and personal — and thus feared some Olympic meltdown along the way. But I was so wrong: the United Kingdom did a remarkable job as host. And they were particularly stellar on the sustainability front. From the recyclable components of the main stadium, to the sustainable playing surfaces, to the reduction in water use, to the eco-uniforms, to the recycling of all plastic bottles, to the millions of meals sourced with foods that met high environmental and ethical standards — the London Olympics proved a ’green’ model for all future games. Let’s raise a glass (weighted ice cubes or not) and salute them for raising the bar on sustainable events.
 
— Gordon Kaye, editorial@gdusa.com

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WHOLE NEW GAME FOR BEER PONG
The winner of the first Heineken Sustainable Packaging Challenge — and a $10,000 prize — is Germany’s Helmut Wittele. “The Heineken $1000 bottle” idea turns beer pong into a recycling game, with a device that motivates consumers to return bottles for recycling. The contest is the Dutch beer giant’s initial foray into open innovation. The challenge focused upon sustainable packaging ideas and sought to answer such questions as: How can we ensure that a larger amount of beer packaging will be reused or recycled? What kind of new material would significantly improve the lifecycle of beer packaging? How can packaging help to maximize transport efficiency? Judges included Jacqueline Ottman, consultant and author; Willem van Waesberghe, Heineken’s global research and development director; François-Xavier Mahot, Heineken’s senior global innovation director; LinYee Yuan, managing editor of Core77; and Janne Kytannen, Industrial Design Creative.
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GRANTS FOSTER SUSTAINABLE ETHIC
Worldstudio and AIGA have awarded $46,000 in scholarships to two dozen creative, socially engaged art and design students. The scholarships are awarded each year to college students in the U.S. who demonstrate a commitment to social responsibility. The program’s primary aims are to increase diversity in the creative professions, and to foster an ethic of social and environmental responsibility. “Creativity has enormous potential for social change,” says Worldstudio partner Mark Randall. “These are the artists and designers of tomorrow who will make a difference in their communities.” AIGA Executive Director Richard Grefé adds, “Worldstudio AIGA scholarships reflect an appreciation for the extraordinary potential of the creative mind and the true value of joining excellence and diversity in the interest of social and environmental improvement. We are delighted to be able to recognize the potential of these young designers to achieve all these aspirations.”
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TAKING MINNESOTA FOR A RIDE
Colle+McVoy has helped launch an integrated campaign that positions Minnesota as the “Bike Friendly State.” With more bike commuters per capita, thousands of miles of trails and the largest bike sharing program in America, the state of Minnesota wanted to declare its love for bicycling — and in doing so, advocate even more bicycle use and attract more tourists. Called Pedal Minnesota, the campaign encourages more people to get on bikes more often. The campaign ele anments, including an integrated campaign video that explains the campaign; new website that serves as a resource for information on bicycling, including mapping tools, lists of biking events, personal tips and trip ideas; tune-Up Shelters that transform bus shelters into pop-up tune-up stations offering free bike services manned by mechanics on weekends; outdoor elements; and a logo and graphic identity.
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greenpeace

POLAR BEAR, JUDE LAW TOUR LONDON
A new video from Greenpeace aims to raise awareness of the plight of the Arctic and its inhabitants. The clip, featuring music from Radiohead and a voiceover by actor Jude Law, encourages individuals to join Greenpeace's campaign to "Save the Arctic" and help polar bears before they become homeless. Set to Radiohead’s “Everything in Its Right Place,” from Kid A, the spot shows a polar bear checking out a dying British capital. “As the Arctic melts, the rush to exploit its resources is starting,” warns actor Law. The CGI bear is seamlessly integrated into a post-apocalyptic scene. Shell is singled out for disdain, as the bear at one point stumbles into a Shell gas station and sniffs the gas pump. Creative credits to Greenpeace designers Simon Riley and Michael Geoghegan, with production by Partizan, London.
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NEW PRINT SHOW CLEANS ‘DIRTY IMAGE’
EcoPrint Europe 2012 is a new event for the creative and print community with a focus on sustainable print business and print production. Planned for September 26-27 in Berlin, Germany,the organizers state: “Our aim is to unite all elements of the supply chain from brands and marketers, to print service providers through to the leading manufacturers of sustainable print solutions and equipment. EcoPrint will undoubtedly clear a path for the future for sustainable print production and will be a powerful forum for discussion and action around standards and solutions to enhancing print’s sustainable practices and addressing its ‘dirty image’.” The speaker program includes leaders in sustainable practices, a group of top brands such as Coke, Nike, Toyota, P&G, Aveda, DM Drogerie Markt and IKEA, leading outdoor advertising agencies such as JC Decaux & Clear Channel as well as high level insight from McKinsey & Co. An exhibit will showcase the latest sustainable technologies.
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CSA

CSA SERVES UP HEALTHY BRANDING
Carbone Smolan Agency (CSA) has created the graphic identity for SPE Certified, a food certification and consulting program that brings scientists, nutritionists and chefs together to create healthy restaurant meals that are sourced, prepared and enhanced according to specified guidelines. The goal is for the program to become the “food industry equivalent of the architecture world’s LEED Certification.” CSA developed all the branding and design, including a stamp of approval that identifies dishes that meet SPE’s health standards, plaques for restaurants, and icons on menus. SPE Certified’s founder is chef Emmanuel Verstraeten of the Rouge Tomate restaurant group.
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ISLEY DESIGN FOR GREEN SCHOOLS
Alexander Isley Inc., which specializes in identity development and communication design for “education, entertainment and enterprise,” has collaborated with the New York City School Construction Authority and Dattner Architects to develop an informational program to educate students about green building practices. The opening of P.S./I.S. 276 in Battery Park City, New York’s newest and greenest educational facility, features the latest in sustainable materials and technology, including photovoltaic panels, high-efficiency boilers, and low-flow plumbing fixtures. The Isley firm was asked to create an educational signage program that would help inform students about the features of — and the thinking behind — the development of the building. The program includes a series of signs and in-wall interpretive exhibits to help tell the story, written to grade-appropriate levels. An unusual feature of the program is the size of the panels; with wall space is at a premiumthe signs are only 10 inches wide yet 8 feet tall. This format enables the signs to be easily seen within the school’s curved corridors while providing sufficient room for the stories to be told. Another unique feature: a series of kid-level in-wall illuminated vitrines, each showcasing an aspect of sustainable building practices. For example, “The Story Of A Brick” shows the journey of the school’s facade materials. The program is slated to be employed in all new NYC school construction going forward.

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hyvee360

SHOPPERS INTERACT WITH 3D MODEL
QA Graphics, an Iowa based interactive design firm, has completed a website HyVee 360 created to help the grocer to educate consumers about their sustainable initiatives. Hy-Vee, Inc. is an employee-owned operator of 235 supermarket stores in eight Midwestern states. HyVee 360 was launched to continue the company’s sustainability mission and to provide education about Hy-Vee’s sustainable initiatives along with tips on how consumers can live a healthy and sustainable life. A key feature of the site is an interactive component that allows viewers to interact with a 3D store model. Visitors can select different departments like produce, seafood, or Health Market to learn more about Hy-Vee’s sustainable efforts. They can also learn about Hy-Vee’s efforts to reduce energy and resource consumption, increase recycling, and expand their offering of local, organic and sustainable products.
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