GD Capstone 09

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Verapima
Student Project
Bernardo Margulis
Senior
SP07
email: bernardo at DesignWithAnO.com
web: www.DesignWithAnO.com

Professor
Bob Warkulwiz

School
Philadelphia University
4201 Henry Av
Philadelphia, Pennsylvania 19144

ph: 267 231 0223

Project assignment
Senior Project: Veraprima is a company that manufactures and distributes basic products for low-income markets

Inspiration, challenges, research
The Bottom of the Pyramid by CK Prahalad, The Eco-Advantage (Inc.com), interviews with marketing experts, and other sources. I was born and raised in Venezuela, a country with 80% of its population living in poverty, and learned about the Bottom of the Pyramid ?a new economic model that states that poverty can be solved through sustainable and profitable economical operations with the poor and poverty alleviation at its core ? through a previous project. For my Senior Project I wanted something that was challenging and meaningful. through a previous project I grew and interest in sustainable design and wanted to explore it furthermore.

Print size
Various

Paper brand desired
Yupo, Mohawk Options Recycled

PCW (recycled) content
Synthetic (Yupo) and 100% (Mohawk)

What were you able to do to make this project more environmentally responsible?
Eco-friendly materials are used as much as possible: Yupo is a synthetic paper that can be incinerated into harmless materials and Mohawk Options Reycled is 100% PCW. Plastic components can potentially be made of bioplastics or other non-harmful alternatives. The stationary system is done as a one-color solution to reduce production waste, as the components will be customized for every line of products and for each employee. Material usage is reduced as much as possible.

How educational was this process for you?
This project was extremely educational. One one side I had to limit myself by the parameters of the Bottom of the Pyramid (BOP). On the other hand, as stipulated by the BOP, I had to further limit myself to be eco-friendly. And on top of that, the scope of the project was bigger than anything I’ve done before. I learned with this projects how to do responsible design ? both economically and sustainably responsible.

How did this project impact your views on sustainability?
It only improved my desire to explore sustainability. This comfirmed that sustainability doesn’t need to compromise quality or creativity. I actually had more fun because of the constrains than if I hadn’t thought about sustainability.

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Mastery: Academy of Art MFA Book

Design firm
Academy of Art University School of Graphic Design
79 New Montgomery Street
San Francisco, California 94105

email: mscott@academyart.edu
ph: 800.544.2787

Designer
Mary Scott, Phil Hamlett, Hunter Wimmer

Copywriter
Anthony W. Jones

Print run
125,000

Print size/dimensions
6″ x 8″

Binding process(es)
side sewn, perfect bound

Client
Academy of Art University, San Francisco

Contact name
Mary Scott

Project abstract
The Academy of Art University’s School of Graphic Design directors took on the task of developing the school’s 2008 course guide for the Academy’s Masters programs. Mary Scott, Chair of School of Graphic Design; Phil Hamlett, Graduate Director of School of Graphic Design; and Hunter Wimmer, Associate Director of School of Graphic Design worked together to create the 188-page book which showcases the Academy’s 12 MFA programs. From fashion, and industrial design, to graphic design, the guide outlines each program, many of which have enticed industry professionals to return to school to earn their masters degree. This includes award-winning designer Michael Osborne, who received his MFA from the School of Graphic Design in 2007 and MFA alum Christopher Cortez, who won the Tommy Hilfiger reality television show The Cut.

Project challenge overview
Hamlett, who heads up the sustainability initiatives for the School of Graphic Design, including teaching a class on sustainable design, wanted to be considerate of the environmental impacts of the production of Mastery, as well as the sustainability efforts of the Academy. Internally, the Academy is implementing a number of environmentally conscious strategies including removing bottled water coolers and replacing them with filtered tap water fountains; instituting an aggressive recycling program; using biodiesel fuel in its cars and buses, and sponsoring the “Compostmodern” design conference.

Project solution details
Determining the size of the book to minimize waster, Hamlett paid particular attention to the paper selection for Mastery with the environmental impacts of printing 125,000 copies in mind. He chose to print Mastery on Mohawk Options 100% PC. The Mohawk Options line is manufactured entirely with wind-generated electricity and its 100% pcw papers are FSC certified, Green Seal certified and Green-e certified. “The paper had to be high quality to show the student’s artwork in its best light, but it also had to be the best environmental choice we could get. Printing on uncoated paper is non-traditional so it was a bit of a leap of faith. The results achieved what we had hoped for,” says Hamlett.

Paper brand
Mohawk Options 100% PC

Coated/uncoated/other
uncoated

PCW (recycled) content
100%

FSC certified content
Yes

Does the printer have an ISO 14001 compliant or certified environmental management system?
Yes

Is the printer FSC certified?
Yes

What more were you able to do to make this project more environmentally responsible?
Mastery is printed in FSC certified Mohawk Options 100% PC which is comprised of 100% postconsumer recycled fiber, processed chlorine free and manufactured entirely with wind energy. This paper is certified by SmartWood for FSC standards which promote environmentally appropriate, socially beneficial end economically viable management of the world’s forests. By printing this book with an FSC certified printer, we maintained the chain of custody, making Mastery and FSC certified book.

Trees saved
935

Pounds/Kgs of water waste saved
2701

Gallons of wastewater flow saved
397357

Pounds/Kgs of solid waste saved
43966

Pounds/Kgs of greenhouse gases prevented
86568

Energy not consumed (in BTUs)
662612400

Air emissions not generated (in BTUs)
44980

Equivalent to planting this number of trees
3040

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REVERB

Design firm
Tricycle, Inc.
3001 Broad Street, 2nd Floor
Chattanooga, Tennessee 37408

email: jordan.omalley@tricycleinc.com
ph: 1 800 808 4809

Designer
Michael Hendrix, Ben Horner, Ingrid Dysinger, Nick

Creative director
Michael Hendrix

Copywriter
Caleb Ludwick

Editor
Caleb Ludwick

Date released
6/6/2007

Proofing method
Hardcopy

Print run
5,000

Print size/dimensions
5? x 10.5?

Printing process(es)
4 color offset (expanded gamut)

Finishing process(es)
Trim and fold sigs., score cover

Binding process(es)
Perfect bound book with fold out covers

Shipping weight (closest approximation) &/ distribution method
1590

Shipping/distribution product miles to end user (closest approximation)
770

Client
self

Contact name
Caleb Ludwick

Project abstract
?REVERB is an anthology of the moment, ? said Tricycle Communications Director and book editor, Caleb Ludwick. ?We asked ten writers to share their thoughts on where the interiors industry stands on sustainability in 2006, and where we should be going. The articles were written by leading commercial designers, eco-consultants and magazine editors who were given an initial brief of ?Design as change agent? which produced a wonderful mixed bag of conceptual arguments, open letters and practical how to?s from leading voices in the field. ?

Project challenge overview
In response to the immediacy of the pieces, Tricycle design team created a book design that is itself an experiment in form. Cut to three sizes including a textbook, a flipbook, or full-size integrated design, REVERB?s graphics and layouts react and respond to the content of the pieces. All articles were donated by their authors; Tricycle donated editing and design time, and secured sponsorship from Aquafil USA, Mohawk Fine Papers, Inc., DUSK, and Summit Graphics. Because of the generosity of these donations, 50 percent of the sale of each book went to Architecture for Humanity, a not for profit organization currently promoting architectural and design solutions to humanitarian crises in Sri Lanka, India, and on America?s Gulf Coast. The book was printed on 100 percent post-consumer waste recycled paper, and is a FSC certified book. Because of the high, cause-related standards of the book, Reverb needed to be produced with the utmost care; promoting the future of responsibility in design demands better than ?best practices? in environmental responsibility today. The tight timeline could have encouraged compromise in production?it?s very easy to be wasteful?but Reverb would accept no compromises. The book would be produced with minimal waste, but still, costs needed to be controlled, as it was also desired to donate as much as possible to Architecture for Humanity.

Project solution details
All of the materials in Tricycle?s Reverb project, from the soy inks to the wind generated power used to manufacture the 100 percent PCW chlorine free Mohawk Options paper were selected with the utmost concern for environmental responsibility. The selected printer, in addition to FSC, Ceres and Green Power Partner (green-e.org) certifications maintains a carbon neutral status and recycles 99 percent of all liquid and solid waste into paper products and alternative energy.

Paper brand
Mohawk Options

Coated/uncoated/other
uncoated

PCW (recycled) content
100

FSC certified content
100

Inks & coatings used
Vegetable based inks, alcohol free

Does the printer have an ISO 14001 compliant or certified environmental management system?
Yes

Is the printer FSC certified?
Yes

Trees saved
15

Pounds/Kgs of water waste saved
44

Gallons of wastewater flow saved
6484

Pounds/Kgs of solid waste saved
717

Pounds/Kgs of greenhouse gases prevented
1413

Energy not consumed (in BTUs)
10812000

Air emissions not generated (in BTUs)
734

Cubic feet of natural gas unused
1746

Equivalent to planting this number of trees
50

Equivalent to not driving this number of miles in an average car
795

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The Green Building Institute

Design firm
substance151
2304 E. Baltimore Street
Baltimore, Maryland 21224

email: ida@substance151.com
ph: 410-732-8379
web: www.substance151.com

Designer
Ida Cheinman, Rick Salzman

Creative director
Ida Cheinman

Date released
1/2/2007

Client
The Green Building Institute

Contact name
Ida Cheinman

Project abstract
Substance151 developed a brand image that reflects GBI’s vision of the world where natural and built environments co-exist. This fusion of geometric and organic, man-made and natural is the main visual concept of the new brand identity and its applications. The choice of evocative contrasts achieved through carefully selected photography and icons used in both online and offline materials continue to communicate the fusion between built and natural environments.

Project challenge overview
The Green Building Institute is an emerging non-profit organization working to advance environmentally sustainable building practices through education and example. Substance151 was approached by GBI to create a new brand identity and a web presence that allows for growth and scalability.

Project solution details
Paper: Mohawk Options, White Smooth 100% PCW and FSC-certified; manufactured with renewable, non-polluting wind-generated electricity. Printing: Rainbow Printing of Maryland uses soy-based inks. By choosing a local printer, we (1) minimized energy use associated with long-distance deliveries; (2) contributed to building a sustainable local economy. By designing the website in a way that it becomes The Green Building Institute’s primary marketing tool, we eliminated the need for a number of paper-based tools.

Paper brand
Mohawk Options

Coated/uncoated/other
coated

PCW (recycled) content
100%

FSC certified content
FSC-certified

Inks & coatings used
soy-based inks

Does the printer have an ISO 14001 compliant or certified environmental management system?
No

Is the printer FSC certified?
No

What more were you able to do to make this project more environmentally responsible?
We used environmentally responsible paper/inks and a local printer. By conducting all presentations electronically (internet, PDFs), we saved paper and other materials otherwise needed for multiple paper copies and presentation boards. Using web-based marketing communications reduces paper waste and printing-related energy use.