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GDUSA Green Newsletter

May 2013

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THE GLIB TELL THE SHALLOW

Recently, I appeared as an “expert” on the future of print in a Google Hangout. Xerox was the sponsor. In response to the question – Is Print Dead? – I harangued the other participants: print is alive, print creates an emotional connection, print is getting smarter. (Not sure I made any friends.) Still, I ran out of time for one more harangue: print is sustainable. Here is what I would have said if the clock had not run: “There is a persistent myth that print is dirty and digital is clean. It’s a feel good story that glib people tell shallow people who share it with ignorant people. Print and paper are renewable, recyclable, and making strides up and down the supply chain. On the other hand, almost no one admits that the digital infrastructure sucks energy and is a recycling mess.” That is what I wish I had said (and, yes, this venting makes me feel better.) If you’d like to see the Hangout, the link appears later in this enewsletter. Just remember, the lighting was terrible, and the camera adds 10 pounds and 10 years. Maybe 20.   – Gordon Kaye

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A Meating of the Minds

A MEATING OF THE MINDS
Mindful Meats’ mission is to increase peoples’ access and connection to organically, sustainably raised meat through a fair and transparent system. Pearlfisher’s brief was to create a challenger meat brand that signals systemic change. Talking about the identity, Design Director at Pearlfisher, Matt Sia, explains: “We wanted to build the brand through the symbol of the cow. Nothing is simpler than the name. It is a short, sharp and direct expression of the business and we have combined the name with the visual in the form of a proud stamp and stencil. This can then be used and translated across all forms of brand communication from product to retail environment.” Adds Hamish Campbell, Creative Director at Pearlfisher: “We understand that change is hard and so we are seeking to challenge existing consumer habits through an arresting visual and verbal language and by introducing a new level of intimacy and connection to the product itself ‒ the cows. SEE MORE >

Grooming Kids for Veggies

GROOMING KIDS FOR VEGGIES
South Carolina-based Motto developed the name, brand identity, package and web design for Green Mustache. The client makes a healthy ultra-premium, organic, fruit & green veggie-based super smoothie for kids. Sunny Bonnell is Partner/Creative Director for the design firm, and Ashleigh Hansberger is Partner/Brand Strategist. “The concept behind the name was the starting off point,” says Bonnell. “We developed a fun and friendly name with a personality that is brought to life through the hand drawn lettering, chunky green mustache and cute, colorful animal illustrations.” Each flavor has an animal that relates to the ingredients and a fun-fact tying it all together. SEE MORE >

GDUSA’S 50TH ANNIVERSARY GRAPHIC DESIGN AWARDS IS OPEN FOR ENTRIES

FORMS AND INFO >

SEARS UX TEAM UPCYCLES
They say one man’s trash is another’s treasure. What about another man’s masterpiece? That’s the challenge posed to the UX team at Sears Holdings Corp. for their second annual art exhibition. The 250+ team of designers, writers, developers, web architects, researchers, and others were invited to up-cycle artistically. Essentially, upcycling is the process of converting waste materials or useless products into new materials, products of better quality, better environmental value or into works of art. The exhibit, dubbed Green Machine, is one of many creative opportunities Sears UX has given their in-house team to be inspired and motivated to do exceptional Browser, Tablet and Mobile work for Sears, Kmart, Kenmore and Craftsman. The first exhibit, appropriately named Orange Crush, called for art pieces that celebrate the color orange. Recently, employees were given skateboards to use as their blank canvas, covering them with everything from pennies to pop art. Using materials such as copper wiring, hub caps, cigar boxes and broken eyeglasses, employees have created 20 original pieces for the show; the top three pieces received an iPad mini; an office open house and art auction is planned.

Sears UX Team Upcycles Sears UX Team Upcycles Sears UX Team Upcycles Sears UX Team Upcycles Sears UX Team Upcycles

Designing for Abundance

DESIGNING FOR ABUNDANCE
Design is at the center of William McDonough’s new book, The Upcycle: Beyond Sustainability-Designing For Abundance. McDonough, of Cradle to Cradle fame, is a respected thinker, writer, philosopher of sustainaibility; his message in the new book is that it’s time we move beyond designing and creating things that are less bad (traditional sustainability principles) to creating things and systems that are actually beneficial (The Upcycle’s utopian vision). In the 2002, Cradle to Cradle: Remaking the Way We Make Things,McDonough and Michael Braungart published in 2002. In that book, they proclaimed that humans don’t have a pollution problem; we have a design problem. They introduced a holistic framework for the design of products and systems that are efficient and waste-free. In this new book, they say let’s do better; let’s shift our thinking from designing for less waste to designing for abundance, and that If we design smartly from the start, we wouldn’t have to operate from a perspective of sustaining the status quo and mitigating waste and toxicity. SEE MORE >

CELEBRITY LABELS FOR EARTH DAY
Every Earth Day, Kiehl’s partners with celebrities to create label art for its cosmetics products. The fifth Limited Edition Label Art Series for Earth Day featured Zachary Quinto and Alanis Morissette, with 100% of the net proceeds benefitting Recycle Across America™. Since 2009, Kiehl’s has recycled over 900,000 bottles. SEE MORE >

Celebrity Labels For Earth Day

Two Sides of Communications

TWO SIDES OF COMMUNICATIONS
Two Sides is running a “No Wonder You Love Paper” advertisement in the digital version of Inc magazine. “What better way to emphasize the value of print and paper?,” asks the print advocacy group “than to advertise in a popular digital magazine!” Created to reinforce printed magazines and newspapers as an appealing and sustainable way to read, the ads feature people enjoying magazines for education, business, play and relaxation in their daily lives. The campaign also features a companion consumer website, with fun activities like the Environmental Guru Quiz and a video contest. LEARN MORE >

Leftchannel PSA Goes Positive

LEFTCHANNEL PSA GOES POSITIVE
Looking to shed light on the effects plastics are having on the world’s oceans, the Natural Resources Defense Council turned to leftchannel – a motion design studio led by Executive Creative Director and President Alberto Scirocco – to craft an entertaining yet informative public service announcement to serve as a call to action. Scirocco and leftchannel’s creative team, which included designer/animators Taehee Lee and Nick Schoener, set to creating a concept and script that avoided the negative tone found in most environmental PSAs. “Our goal was to remind people how important this issue is, without giving the impression that they were being criticized or that we were trying to scare them,” Scirocco says. That approach can be seen in the PSA entitled “The Great Plastic Purge” – a two-minute animated piece that was inspired by after school specials from the 1950s. SEE THE PSA >

SEE THE XEROX ‘ASK THE EXPERT’ GOOGLE+ HANGOUT AT…

www.gdusa.com/video/v8.php

Sustainable Brands Set for June

SUSTAINABLE BRANDS SET FOR JUNE
The Sustainable Brands Conference 2013 is set for San Diego CA June 3-6. Sustainable Brands is an international community of learning and action focused on understanding and leveraging the role of brands in shaping a flourishing future. The Conference describes itself as “ground zero” for sustainability, brand and other professionals who come together from around the world to be inspired, engaged and equipped to succeed by building the better brands of tomorrow, while building a network of likeminded colleagues who can help. The organizer’s goal: “to amplify current leadership and success surrounding innovation for sustainability, to educate business leaders throughout an organization about how they can contribute to a more sustainable brand, and to grow the market for business solutions that can help companies reduce environmental and social impact and play a more positive role in the lives of their stakeholders.” LEARN MORE >

parrs-quote-of-the-month

PARRS: QUOTE OF THE MONTH:
[How is a Green Chamber of Commerce different from a regular one?] “It’s about how you do business. A conventional chamber really looks at, ‘What’s the bottom line?’ The Green Chamber looks at the triple bottom line, which is people, planet, profit. – Carolyn Parrs, CEO of Mind Over Markets, a green-marketing firm, and President of the Santa Fe Green Chamber of Commerce. READ THE ENTIRE INTERVIEW >

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