Spreadthe Word 2008 Creative Brief Sustainability Prompts Lr

The test of a first-rate intelligence is the ability to hold two opposing ideas in and at the same time and still retain the ability to function. One should, for example, be able to see that things are hopeless yet be determined to make them otherwise.

F. Scott Fitzgerald

““

sustaina-who-asustaina-what-a

sustainability

What Is Sustainability?

“Sustainability” Defined

Incrementally Unattainable

Most definitions of sustainability include terms like

“maintained at a certain level indefinitely”Or....

“meets the needs of the present without compromising the ability of future generations to meet their own needs”

Step One: Awareness

My definition of sustainability as a graphic designer, playing an active roll in measuring not only my own footprint, but also the footprint of my clients – we are the gatekeepers of their footprint, they can’t manage it with our help, if we don’t measure it.

Input, Ning Community-Site

Input, Widget

Learning Spread The Word Conferences

Collaboration Super-Hero Design Camp

“Working sustainable can be both incredibly complicated and wonderfully simple. As graphic designers we like to see ourselves as trendsetters and leaders. It therefore comes as no surprise that many designers are interested in reevaluating professional practices and improving their environmental footprint.”

Aaris Sherin, SustainAble

Environmental

Social

Economic

Sustainability

Consumption.

The “C Word”

Andreas Gursky 99 Cent, 1999

If it can be measured, it can be managed.Alan Kay

“ “

As designers we are the gatekeepers of our clients (environmental marketing) footprint.

It is our responsibility to make them aware of it, and our opportunity to help them manage it.

Knowledge is an implied responsibility

Chain of Custody

Triple Bottom line

CSR Corporate Social

Responsibility

Sustainability

The 4 R’s

RR R

Reduce. euse.

esponsibly spec.ecycle.

And then ideally Offset

1 tonne of paper of paper, 2200 lb., is the equivalent of 220,000 sheets of standard (20# bond) photocopy paper.

That would be 440 packages, 44 cartons or 1 skid.(based on 4 metric tonnes of carbon credits per 1 tonne of paper at a cost of $15 per metric tonne thought a VEC broker)

OR, 1 TOnnE OF pApER COuld mAKE Any OnE OF ThESE pApER pROduCTS

11,000Movie Posters

(25" x 38" 100# coated)

7,30024 Page Catalogs

(8.5" x 11", 100# uncoated)

1,250 168 Page Books

(8.5" x 5.5" 80# uncoated)

729,000Business Cards

(2" x 3.5" 12 pt coated)

218,000Post Cards

(4" x 6", 12 pt. coated)

TO OFFSET ThE GREEnhOuSE GASES OF 1000 unITS

$5.45 $8.21 $48 0.08¢ 0.28¢

The Brief, Redux

Project

DatePage of

Project objectives

Target audience

1

Client / Design Brief

ì Working sustainable can be both incredibly complicated and wonderfully simple.î

now with sustainability prompts

Product description

Customer (user) benefits

Support for benefit claims

Competition

Distribution

Key message

Current /Desired perception

Strategic focus

Tone & Manner

Project mandates

Project lifespan

Budget

Proposed schedule

Delivery instructions

Quote required?

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