T-LUX Design     LOS ANGELES LA

T-LUX Design is an award-winning, eco-savvy graphic design studio based in Los Angeles. T-LUX creates stand-out style that captures a company's identity, while using eco-sustaining practices. By specializing in graphics "with a conscience" T-LUX Design works to sow the professional seeds of hope and change.

Written by President & Creative Director,
Tiffany Davis-Rustam

When and why did your firm become interested in environmentally friendly graphic design? I've always been concerned with social progress and furthering society towards fulfilling its potential. As a nature-lover and a vegetarian, my studies have informed me of a number of growing environmental practices and conditions. In recent years, the overwhelming information presented by numerous sources has driven home the importance of finding sustainable alternatives. Furthermore, this issue is interwoven into the fabric of our everyday lives, as no one is excluded from the effects of increasing energy costs, natural resource consumption, and pollution. In 2007, I decided to align my personal and professional values by differentiating T-LUX as a green design firm, making a big commitment to help our clients lessen their environmental impact. We rebranded our studio and launched the website with this new mission in January, 2008.

Are the thrust of your efforts internal — i.e., changing your own office practices and policies — or external — i.e., developing 'green' design solutions for client projects? To be a company that truly positions itself as an environmental leader, we feel that it's paramount to implement both internal and external practices. Though we can't always control client demands, we can control what happens at T-LUX, so we take social responsibility into our own hands. That way, all of our projects are at least partially green, because the studio that designed them is green. We also recommend eco-friendly alternatives to our clients. In the big picture, conservation saves money, so if we can help a company reach this goal while giving them great design, we couldn't ask for more.

Can you tell us in a little more detail about the internal or external changes? In particular, can you give us an example of a green project you have done for a client? Our offices run via renewable energy from our local electric company and our website and email is hosted by a 100% solar-powered web host, a resource we share with many of our clients. We also practice paper conservation by limiting printing, using both sides of the paper, recycling paper, plastic, cardboard, and ink cartridges, and using FSC Certified paper. Our company car is a hybrid, and to reduce our transportation needs — while increasing productivity — many of our client meetings and correspondence are held remotely, via phone, internet video, and email. Additionally, a portion of our proceeds goes to the environmental charity Environment California, which is very effective in drawing political attention and support to environmental legislation.

One of our most notable projects was a reusable shopping bag identity design for the small English town of Modbury, which became Britain's first plastic-bag free town. T-LUX Design created the project n our office, using renewable energy, and the bag itself was made out of durable organic canvas. This little bag has caused a big international buzz, and the town's efforts spurred 120 other UK towns to also go plastic-bag free. This initiative and the bag design was recently awarded third place in Elle Magazine's 2008 Green Awards, judged by leading environmentalist expert Laurie David.

Can being 'green' help you in your marketing and sales to gain new projects or clients? Once we made sustainability our point of differentiation, it became clear that our target audience was eco-businesses, from sustainable living service providers to eco-friendly personal products. We've garnered more new clients this year than in any since we started, and ALL 2008 clients have been eco-businesses. In fact, they chose us BECAUSE we have such a strong commitment to the environment.

As a practical matter, does the economic slowdown effect make it harder to be 'green.'? The economic slowdown has affected many business initiatives, and there seems to be a thinning of opportunities for businesses in general. While it's sometimes true that renewable energy and recycled papers have a higher initial cost, as demand and competition continue to increase, prices will decline. In our case, the difference in these costs can be offset by our pricing strategy. Though T-LUX is one of the few professional graphic design studios in Los Angeles that offers sustainable design, we are a newer boutique firm so our prices are often more competitive than larger, non-green agencies. Despite the general assumption that being green means a bigger price tag, sustainability and competitive pricing are not mutually exclusive. In the big picture, conservation saves money, so if we can help a company reach this goal while giving them great design, we couldn't ask for more.