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GDUSA Green Newsletter

November 2012

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PROBLEM OR POTENTIAL?

Last month, we reported on the newly revised FTC Green Guides, generally praised them for attacking “greenwashing” by demanding rigorous standards of truth and proof. Seems like a no-brainer to support such a lofty goal. That said, some of the rules and commentary feel harsh and humorless. In the hands of the wrong lawyer or regulator – plenty of those around – these could chill rather than advance commercial speech. With this contrarian notion rattling around my brain, I stumbled upon a provocative comment by Thomas Koster, author of Goodvertising, a new book noted below. In the introduction Koster writes, in part: “I’m going to defend greenwashers (at least some of them). Personally, I think it’s better that a brand adds to the responsible voices in the marketplace rather than continuing a campaign for mindless consumerism … As such, I don’t perceive greenwashing as a problem – I see it as potential. It is a brand’s first, tentative step in a good direction; it is a brand trying to talk the talk of sustainability.” Life is complicated.
 
— Gordon Kaye, editorial@gdusa.com

THE GOOD BOOK PRAISES CHANGE

THE GOOD BOOK PRAISES CHANGE
Can advertising be a force for good, and help bring about positive social or environmental change? A new book, Goodvertising, stakes out the position that “no longer can an agency simply state that their client’s brand or product is good: the advertising has to communicate that the client is actively being and doing good.” The book showcases creative work from over 120 campaigns from around the world, organized into ten commitment chapters. Each campaign is from a leading agency working in the full spectrum of media channels for an array of clients, be they corporations or charities. The author is Thomas Kolster, a Danish media and advertising strategist, and founder of the creative agency Inkognito. Thames & Hudson is the publisher.
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OUR PACKAGE DESIGN AWARDS IS OPEN TO FRIDAY NOVEMBER 30 POSTMARKED

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SUNNY DAYS AHEAD FOR IKEA

SUNNY DAYS AHEAD FOR IKEA
An ambitious move to solar and wind energy is a central pillar of The IKEA Group’s newly released sustainability strategy. Entitled “People & Planet Positive,” the strategy has three key focus areas: offering products that help customers use less energy and water and reducie waste; becoming energy and resource independent, which includes producing as much renewable energy as is consumed in IKEA Group stores and buildings, with substantial investment in wind and solar projects; and supporting humanitarian causes. In the US, IKEA has upped the number of solar installations to 34 stores and distribution centers, with five more in the works.
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NINE GREEN DESIGN FIRMS NOTED

NINE GREEN DESIGN FIRMS NOTED
For the fourth straight year, GDUSA turns the telescope on “Green People.” Not the outer space kind. The sustainable kind. Firms and freelancers who thrive because they take green principles and projects seriously, frame the right questions, and find the right clients. The kind who look hard at the lifecycle of every project and creation. And, often, the kind who embrace the lifestyle with a passion. Shown here are the team from Uptown Studios in Sacramento CA. Others featured are Lentini Design, Modern Species, RB Design + Interactive, Riverbed Design, Fireleaf Design, Aespire, Barber Gale, and DesignArchy.
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CANADIAN COMPANY CONVERTS

CANADIAN COMPANY CONVERTS
Pattison Outdoor, Canada's largest outdoor, transit and digital advertising company, has completely overhauled its lighting system infrastructure. Over the past 6 month period, a total of 7,800 outdoor billboards were converted to energy efficient LED light fixtures. The project was designed to coincide with the shorter days of the fall and winter when boards are illuminated for longer periods of time. “By converting the boards to LED's, we have lowered our electrical consumption by 66%,” says Randy Otto, President - Pattison Outdoor. Steve McGregor VP Operations adds, “We are constantly researching environmentally friendly alternatives and innovative technologies to minimize the impact on the environment in the neighborhoods we operate in.”
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DESIGN STUDIO ACES AWARDS

DESIGN STUDIO ACES AWARDS
Mayor Michael McGlynn of Medford MA recognize Ace Creative with a Green Award at the city’s recent Harvest Your Energy Festival. A total of 21 local businesses and individuals were recognized. Ace is a four person graphic design firm skilled in green printing practices and a participant in the Sustainable Business Leader Program. Among other things, Ace got a shout out for renovating their office using recycling materials for windows, doors, tiling, and bathroom fixtures. President Anthony Monaco of Tufts University, based in Medford, was among the presenters.
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SWEETENING AN APPEAL TO VALUES

SWEETENING AN APPEAL TO VALUES
Values driven brand, Alter Eco, receives a “spoonful of taste appeal” from San Francisco’s Tomorrow Partners. Lively colors, natural textures, evocative cultural imagery and typography all help expand the brand promise on behalf of the activist firm which is “wielding the food business as a weapon against poverty and inequality in developing nations: their offering of chocolate, rice, quinoa and sugar is certified Fair Trade, Organic and on its way to Carbon Zero.” The Tomorrow Partners team, led by founder Gaby Brink, observe: “We worked with the Alter Eco team to create a shelf experience that transports mainstream foodies to an exotic, delicious and sustainable place… We took our imagery inspiration from world travels, creating art that has the texture, style and even the language of the hand-painted signs found in origin countries.
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HEALING THE SKIN AND THE EARTH

HEALING THE SKIN AND THE EARTH
Ernest Supplies is a new skincare brand for men founded on the idea that healthy ingredients make for healthy skin. Inspired by this, Miloby approached the design as more than just “bottle in a box” project but, rather, developing an identity that “expresses the healing properties of the antioxidants and vitamins contained within while the package itself leaves behind the smallest carbon footprint possible.” The firm further explains: “Most beauty and skincare brands formulated with premium-quality ingredients are typically very over packaged – from the outer carton to large caps and heavy bottles. For this project we were focused on eliminating all extraneous elements and making the product as lightweight as possible. This reduces the material used up front, but also on the energy consumed to deliver and dispose.”

PAINTING A NATURAL PICTURE

PAINTING A NATURAL PICTURE
Naturepaint makes the UK’s only paint certified with zero VOCs, compounds that can pollute and threaten health, and is completely biodegradable. Their design firn, B&B Studio, developed a branding that has two goals: project a natural and ethical stance but also communicate a broad color range that can compete with leading consumer brands. The black and white identity conveys a pure and simple aesthetic, the brand mark combines a flower and a droplet, and the paint tin is in a traditional shape but crafted from recyclable card stock.

dreamstime

BIG PUBLISHERS PARTNER WITH SFI

BIG PUBLISHERS PARTNER WITH SFI
Four giants of the North American publishing industry are partnering with the Sustainable Forestry Initiative to preserve and protect forests by encouraging certification. Time Inc., National Geographic Society, Macmillan, and Pearson are Founding Partners of the SFI Forest Partners Program. The alliance was announced at the recent SFI annual conference in Milwaukee WI, attended by foresters, land owners, conservation groups, as well as industry and government agencies. The partners will work collectively with the SFI community to make certification more efficient and accessible by providing resources for activities such as shared consulting expertise, group certification or audit coordination. By the end of 2014, the initiative aims to certify five million acres of forests to the SFI Standard. By the end of 2017, the Forest Partners Program hopes to certify 10 million acres of forest across the U.S. and Canada. It will also seek to certify more small and medium-sized mills. Comments Guy Gleysteen, Senior Vice President of Production at Time Inc: “A decade ago, Time Inc. was one of the first companies to make a public commitment to use 80% certified fiber. Progress beyond that goal has been hampered by the limited availability of adequate supply. SFI Forest Partners lets us have a direct impact on the growth of forest certification and the responsible sourcing of forest products.” Adds Hans Wegner, Chief Sustainability Officer for the National Geographic Society. “We believe strongly that we, as publishers, have a role to play in encouraging responsible forestry practices... We may well be the last generation with the opportunity to reverse that trend.”

yupo

cascades

clearwater

artisan

academy of art university

AGFA

jampaper

insource

gasc_graphexpo

APDA