Posts Tagged ‘monocle’
The Future of the Workplace
Jim Antonopoulos | 27.05.2009
TANK-favourite Monocle looks at how the economic climate is influencing design thinking and the key trends emerging in the future of the workplace.
A few ways to be green, good and wiser about the world around us.
Jim Antonopoulos | 19.01.2009
A couple of years ago in my role as an AGDA Councilor, I ran a series of audits of three design businesses which were facilitated by Village Green who ‘assist clients to understand, act and report on their environment performance’. The objective was to gather a snapshot of the average Victorian graphic design business, how they use energy, waste and what they do to be a ‘greener’ business with the ultimate aim of reducing their carbon footprint and providing the broader AGDA membership, and Australian graphic design firms information to initiate their own audit and make a change.
I’m not a big fan of the word ‘green’ – I feel it is overused, mis-used and undervalued. It also doesn’t capture all the other things we can do to make the world a better place to live in. It is limiting.
I prefer the word ‘good’. Simple, doesn’t need explanation. Good is good.
I believe all businesses must manage their brands to be both environmentally and socially aware and strive to make change within their workplace, their community and the broader world we all live in – as well as aim to create communications that are meaningful and true.
Basically, I believe that brands, can be good.
If you’re in design, either from the agency or client side, here are some ideas to make brands that are green, good and wiser. I’m sure there are many more and I’m happy to hear some ideas from readers of this blog:
• Loan a third-world entrepreneur some money to start a business.
Visit Kiva, an organisation that faciliates micro-loans to under-developed countries. The concept is simple; you loan a minimum of $25 to an entrepreneur, they use it and other micro-loans to achieve their target amount which they use to build their business. The loan is then re-paid back to you.
• Print it all two-up, double-sided
We print so many things throughout the day, it’s not funny. Last year we put a mandate forward in our studio that the majority of internal prints had to be two pages to a page, and double-sided. It’s saving us paper, money and saving everyone else trees.
• Volunteer in a soup kitchen
The fact that homelessness exists in the 21st century baffles me – especially when I read about the amount of money being poured into occupying a country and calling it a ‘war’. Working in a soup kitchen helps people who need the help, and the food. We’re planning on doing a regular stint in our local soup kitchen this year.
• Lead by example
As branding agencies, design studios and marketing professionals, we spend much time working to shape our client’s businesses to be better, greener, successful and meaningful – we should apply what we know to our own businesses. We should make sure that the brands we create lead because they are authentic and true – as authentic and true as we would like to be.
• Read Monocle
Two years ago I came across Monocle magazine and suddenly I was learning about Slovenia taking the EU reigns, the impact Soviet gas has on Europe, the beauty of Zimbabwe and that President-elect Obama chose to have one pre-inauguration meeting with a foreign president (you’ll have to guess who it was). World affairs, culture and design are a truly 21st century mix in a publication – and Monocle is much more than a publication; it is a true media brand in the way it syndicates, curates and publishes its content. Being aware of the world we live in, from a political, cultural and aesthetic viewpoint allows us to be challenging in our thinking and create brands with an international sensitivity.
• Specify the right paper and inks
Think about the paper you are specifying – ask about it’s recycled content and its FSC accreditation. Request the possibility of using vegetable-based/soy inks – these are simple options which have a lasting, positive impact. A knowledgeable paper merchant or printer are a wealth of information in this area, as is a competent production manager – work closely with these people and know that there is no such thing as a silly question – they have the answers.
• Subscribe to TED
I’ve mentioned TED a few times in this blog and I couldn’t go past adding this great organisation to this list. Brands which resonate with us as consumers and at the end of the day, people – are the brands which exist because of a simple, powerful idea. TED is filled with brilliant ideas ‘worth spreading’ – ideas that create discussion, encourage debate and conversation as well as challenge you to think in different ways.
Tags | agda, good, kiva, magazine, monocle, publishing, ser, sustainability, ted
Categories | Branding, Graphic design, Inspirational, Strategy, Tank