Design for Change: A Guide to Sustainable Graphic Design

A Guide To Sustainable Graphic Design Written and Designed by Angela Ferraro-Fanning

Design for Change: A Guide to Sustainable Graphic Design Copyright Š 2013 Angela Ferraro-Fanning All Rights Reserved.

For my son and his future children, in hopes that their world will be as beautiful as they deserve.

Table of Contents Preface Why Sustainable Graphic Design?

How Design for “the After�

A Whole Approach to Design

Paper

Pre-Consumer vs. Post-Consumer Waste Paper Alternatives: Looking to Other Fibers Bleaching and De-Inking Sustainable Paper Spotlight

Certification Artwork Ecolabel Glossary Energy Calculators

Ink

Ink Options Toxic Color Choices Reducing Ink Coverage

Printing

Prepress Considerations Printing Presses and Their Environmental Impacts Finishing Services Green Printer Spotlights

Sustainable Samples Summary Bibliography

Preface There are many graphic designers out there that claim to be environmentally conscious. They shout that they use soy- and vegetable-based inks and print on recycled paper. But the truth is that anyone can do this. There’s no question that these efforts are a great start when it comes to making a design piece more sustainable but I believe eco-conscious graphic design goes further.

Perhaps you’re interested in green design because it’s a trend, because it seems like a wise business move or because you’re passionate about the planet. Regardless of your motivation for exploring a greener design process and creating more sustainable design solutions, know that it’s not an easy task. Truly becoming an eco-friendly designer requires research, a different thought approach to solving design challenges and sacrificing flooded ink surfaces within layouts and toxic finishing services when printing. But the reward is immense; we get to experience the benefit of solving a brand and design challenge for our clients while working simultaneously toward a greater effort; an effort that unifies people all over the world to preserve and protect our planet.

The truth is that I’m not looking to talk anyone into becoming an eco-conscious graphic designer through statistics (though you will find a few of those included in this book). What I am trying to do is to share my passion for creating strong and impactful graphic design solutions that use less resources and support change. And if I can inspire just one other graphic designer out there to transform a campaign, a postcard design or a printing choice into a greener alternative, then I consider this e-book a success.

“ Never doubt that a small group of thoughtfully committed citizens can change the world. Indeed, it’s the only thing that ever has.”

Margaret Mead

Why?

Why Sustainable Graphic Design?

You may be wondering, “What’s the point in going green with graphic design? Why is it worth putting additional time, energy and thought into our design solutions to create a piece that’s more ecofriendly?” The truth is there is a lot to be gained from ecological, business and monetary perspectives in addition to a values-based one. When we reevaluate how we deliver just one branding message or how we execute just one marketing campaign, we’re contributing to the conservation of natural resources. Green is also a quality many businesses admire in terms of company ethics; it makes one business or organization feel warm and fuzzy when they collaborate with another green business.

And now, more than ever, consumers are seeking eco-conscious products and service providers, which helps to increase profits and the overall bottom line.

A Personal Passion for Green After my college graduation, I worked my way from print and web design internship positions to a website designer to an art director. I then worked for a stint at an advertising agency in the Minneapolis/St. Paul area designing print collateral, ad layouts and websites. Being an eco-conscious person I began to notice design executions and processes that were wasting too many natural resources. An abundance of paper was wasted on project proofs, job jackets, creative briefs and inhouse communication materials. While I understand and appreciate the importance of face-to-face client-designer meetings, these were all too prevalent leaving web-based conferences and phone calls to a minimum. Surely there was a way to make the design process more eco-friendly; and while we are greening our processes, couldn’t we create more sustainable design solutions as well?

Thereafter I left my nine-to-five job and started my own business, 13thirtyone Design, LLC. Naturally my passion for eco-friendly living bled into my design business practices and processes. I now work with clients near and far to create identity pieces and marketing campaigns that speak to their intended customer while keeping Mother Nature in mind. With regard to the actual execution of design solutions, I’ve adopted a “design for the after” approach to problem solving and use this cradle-to-grave mentality when collaborating with clients on their branding initiatives and marketing projects. I also help my clients to employ environmentally safe color options, green paper and ink choices, eco-friendlier printing methods and assist with the exploration of creative solutions to communicate their brand messages in a greener fashion for future efforts.

Since establishing my business in 2005 I’ve moved towards entirely paperless processes from project proposals and estimates to contracts and invoices. Proofs are done entirely via emailed PDFs throughout each project’s life cycle until a client either requests a final printed proof before we go to press or until the actual job is printed in full. And as for client interactions, I rely heavily on Skype video conferencing, conference calls and emailing to keep travel to a minimum.

The initiatives that I’ve installed for 13thirtyone Design, LLC demonstrate my commitment to being a sustainable design service provider. It shows clients and prospects I’m serious about conducting

business in an eco-conscious manner and illustrates my contribution to conservation.

A Reduction in Resources According to the U.S. Census Bureau, “The world population is expanding at a mind-boggling rate. The world reached 1 billion people in 1800; 2 billion by 1922; and over 6 billion by 2000. It is estimated that the population will swell to over 9 billion by 2050. That means that if the world’s natural resources were evenly distributed, people in 2050 will only have 25% of the resources per capita that people in 1950 had.1 It doesn’t take a scientist to see the evidence of pressure being placed on the Earth’s natural resources as it works to meet the demand of our ever-expanding population--climate change, ocean acidification and rapid deforestation are all indications. Ecosystems are becoming stressed and/or are collapsing all together.

One method for tracking the consumption rate of resources is Earth Overshoot Day devised by the UK’s new economics foundation. Earth Overshoot Day has been established as a measurement tool to mark the date annually when Humanity has surpassed the natural budget for the year and begins operating at a deficit; the day we begin using more resources for food and material production, filtering carbon emissions, water extraction, etc. than our annual allowance. The remainder of that calendar year is then spent using the planet’s natural resources in debt. Interestingly, Earth Overshoot Day occurred on September 27th in 2011 and even in earlier on August 22nd in 2012.2 The demand of natural resources by Humanity has exceeded what the Earth can supply in one calendar year since 1970. The ecological overshoot has continued to rise at an alarmingly steady rate since and reached a 50 percent deficit in 2008. “This means that it takes 1.5 years for the Earth to regenerate the renewable resources that people use, and absorb the CO2 waste they produce, in that same year.” 3 Can we assume that because natural resources are being harvested at a rate faster than we can replace them, that at some point in time they will become obsolete? Of course we can substitute some resources for others but, in time, will those replacements simply deplete as well?

The above model is based on the version created by the Global Footprint Network. In any given year, this general model is used to visually communicate the over-consumption of resources.

Both our individual lifestyles and the way we conduct and execute business contribute to this rapid decrease in natural resources. So how are we to address such a gloomy picture and how can we begin to make a change? We can certainly start by evaluating the carbon footprint we’re leaving behind as individuals and the lifestyle choices we’re making. Knowledge is power and in understanding our personal consumption better by using an ecological footprint calculator, we can begin to identify areas and opportunities for improvement.

In our professional lives as graphic designers, website designers, freelancers, marketing professionals and small business owners we can be aware of how we operate, work to lessen the harmful effects on the environment, and strive to collaborate with our clients to create more sustainable campaigns and design solutions. We can imagine the positive impact we could see in our lifetime and what we could restore for future generations. Though our efforts may seem small or futile at first, keep in mind that each action we take is contributing towards a greater whole.

From a Business Perspective Environmentally friendly graphic design doesn’t just make sense if it’s your passion or if you’re aware of the pressure being placed on the Earth’s natural resources; it’s a smart business move. A business or corporation that works with green service providers (in this case a graphic or website designer) is demonstrating their commitment to sustainable practices to their own customer base. They’re walking the talk. But even non-sustainable businesses acknowledge that eco-minded customers are growing at a rapid pace and that those specific customers are willing to pay a premium for green goods.

So how can they appeal to those customers if the product or service they’re selling isn’t? Those businesses can green their marketing messages and campaigns while creating public relationships with eco-minded service providers.

Over the past decade, it’s no secret that there’s been shift in the minds of the consumer. More and more customers and clients think of themselves as part of a larger whole and want to replace the very same products and services they’ve always had available to them with a more environmentally, socially or economically conscious option. Grail Research performed a study on green consumerism called The Green Revolution in 2009 and found that “85% of US consumers have bought green products and nearly all of them will not revert their course. Of the few people who have never purchased green products, 67% have considered making a shift.”

This means that consumers as a whole are trending towards green in their purchases at an increasing rate. It’s stated that roughly half of the US population considers a company’s reputation with regard to the environment when making a purchase and are skeptical of purchasing green products if they don’t believe the manufacturer is really green in the first place. In fact, the largest marketing demographic after the baby-boomers (known as the eco-boomers) are driving many businesses to genuinely pursue greener production methods and product offerings. This crowd (also referred to as the millennials) are even more likely to consider a company’s environmental record before making a purchase.

As green graphic designers we can encourage businesses (our clients) to generate greener marketing materials to reach these environmentally friendly-minded shoppers and, perhaps, inspire them to better green their own product and service offerings as well by presenting these findings.

This in turn helps our client to reach a new customer base, increase their bottom line and keep a low carbon footprint. It’s a win-win situation for everyone.

So how can we enhance our green brand messages, show customers and prospects we’re the real deal and earn their loyalty? It’s important to address the problem of greenwashing; the use of broad or false messages pertaining to eco-friendly products, services or practices by a company in their advertising.

There are many businesses out there that use greenwashing in their marketing messages; they tout that they have a greener product for sale or that they’re an environmentally-friendly company. These greenwashers know that it’s trendy to be sustainable and that eco-minded customers are growing at a rapid rate. But, unfortunately, so many false messages and foggy claims leave these consumers confused about what’s legitimate. How can we use design as a means to show target audiences that we mean green?

• Consistency A client may have price objections from time to time when it comes to using a post-consumer waste paper or when you propose UV-printing instead of the typical off-set press. One of the keys to marketing in a sustainable fashion is to be consistent; wavering gives a target demographic the impression that there’s not a true commitment to sustainability. Rather than cut back on the sustainable side of the project, work with the client to re-think the approach. Can a smaller, more accurate number of brochures be printed instead of paying a higher price to keep extras stored in a box? This would surely spare funds that were originally allotted for printing, thus allowing the client to opt for a greener paper source or printing method.

• Corporate Social Responsibility Reports Over the past several years many major companies are publishing more than just their financial information. They’re compiling and summarizing their commitments to sustainability through Corporate Social Responsibility (CSR) Reports. Completely void of any financial content, these reports are purely meant to share environmental and social efforts with target markets and customers bases. Businesses already doing so know that in world filled with murky marketing messages about sustainability, publishing CSR reports show a genuine effort.

CSR reports tend to include brand-based content; text and imagery that demonstrate the company’s in-house and community-based involvement actions for working toward a more environmentally and socially responsible company. It’s important to tell viewers a brand-story— share specific challenges and problem-solving tactics. Creating a puff-piece without too many details or units of measurement will only seem like another greenwashing message to viewers.

So if you can share the amount of paper recycled by your office building in the past year, the number of VOCs emitted during any production processes, the amount of electricity consumed or saved by staff members or even whether you’ve installed water-saving faucets and toilets in your employee bathrooms, you’re sure to show readers you’re a genuine green company working towards a sustainable goal.

• Certification If you’re part of a business that places emphasis on sustainable products, services and processes, chances are you’ll be a good fit for a certification program such as Green America’s Green Business Network. I’ve just renewed my own membership; having the “green seal of approval” on my website lets clients and visitors know that I’m serious about my commitment to sustainable practices. It doesn’t matter if you’re a solopreneur or a large corporation; the Green Business Network is meant to connect businesses with customers who are passionate about being green.

The application process is rather simple, though thorough. Based on the answers a company gives in their certification application, and based on the number of green initiatives the business has worked to implement, one of three tiers of membership is awarded, the lowest being bronze and the highest level is gold.

Giving the public a transparent message about green practices and efforts not only gives a brand authenticity and credibility but it also helps to build loyalty and potentially gain new customers.

I truly feel graphic designers are in a position to serve as agents for sustainability. The design industry heavily involves paper, ink, shipping and energy. Our ideas and project approaches are directly related to the amount of paper waste a campaign may create or whether or not a package design contains a swatch color derived from toxic metal which can be harmful to both press operators and waterways.

As creative guides in branding and marketing initiatives, we have the power to be in the driver’s seat when it comes to project approaches and problem solving; and if we’re not in a position of power we can at least contribute to the sustainable direction of a campaign. Knowing that we have a direct influence on the number of resources used within a project is simply enough to motivate me to work for a greener solution. It makes me feel connected to a global effort to save our planet and to preserve the resources we have for generations to come.

How

How to Green Our Solutions: Design for “the After” When I tell someone that I’m an eco-friendly graphic designer one of the first questions I receive (which usually is accompanied by a puzzled look and a head tilt) is, “So how is that different from a typical graphic designer?” Great question.

I often state that anyone can use recycled paper and soy- or vegetable-based inks. Anyone can send his or her artwork files to a green print-house and say it’s more sustainable. But I truly believe that graphic designers can play an even larger roll when it comes to designing for change--we can work to design solutions that keep the afterlife of a project in mind and not just the immediate vehicle (such as a poster, brochure or postcard) for which we’re tying to communicate a message.

For example, in 2010 the Direct Marketing Association (DMA) found that response rates received for letter-sized envelopes and other direct mail pieces of a similar nature was 3.42 percent for a residential mailing list and 1.38 percent for a prospect list.4 That means that if we send 100 postcards, roughly 95.5 of those are going un-opened or un-responded to. Now, granted, if we increase the size of the mailing to one million pieces we’d have a much larger response rate. But doesn’t this approach seem like we’re designing for more wasted material than for a more effective marketing method? The client’s dollars, our design efforts, and sadly the ink, paper and energy that were involved in executing the physical finished piece were 95.5% wasted.

Instead of approaching a direct mail campaign request from a client by simply turning to our computers, opening Adobe InDesign or Illustrator and laying out a postcard, let’s think about the afterlife of the project first and work in reverse. Instead of designing that postcard which will likely end up in someone’s recycling bin or trash can (followed by the incinerator or a landfill) can we work to create less waste? Can we deliver that same marketing message by designing a piece that the recipient will want to keep or reuse; can we take it online and go paperless by creating a satellite website or an e-mail campaign? How can we work to deliver the same brand message or call to action with a better afterlife?

Staying cognoscente about the sustainability of our design solution and its final destiny, and working to create an optimal afterlife for our project is what green graphic design is all about. This is the essential piece that separates an eco-conscious designer from a typical one. We can all use environmentally-friendly paper and printing methods; it’s the designers that create for marketing and combined sustainable effectiveness that are truly green.

The following graphic exhibits a diagram of the “design for the after” approach to design. We have our project objective, the target market has been identified and we should have our call to action in place. Instead of thinking about the design approach next, let’s instead think about the final fate of our message’s vehicle (i.e., a poster or brochure) how we’d like to make that more sustainable, and identify the steps necessary to get there. Let’s work in reverse to make it a more environmentallyfriendly campaign.

By exploring the graphic below, we’re visually experiencing a graphic design process, which takes the destiny of a piece into consideration first. The user experience, the message delivery method, transport of the finished piece, print and production and actual design phase all follow. We can work in a reverse order to give our projects more sustainable destinies, strive for greener project solutions and create just as an effective user experience.

Design for “the After”

The above graphic exhibits a diagram of the “design for the after” approach to design. We have our project objective, the target market has been identitifed and we should have our call to action in place. Instead of thinking about the design approach next, let’s instead think about the final fate of our message’s vehicle, how we’d like to make that more sustainable, and identitfy the steps neccessary to get there. Let’s work in reverse to make it a more environmentally-friendly campaign.

Design for “the After”

Eco-Friendly Coaster Self-Promotion Design by 13thirtyone Design LLC Copywriting by Inkwell Marketing

Coaster Production by Imprint This, Inc. As a small business owner, I think it’s essential to thank my clients every year for their business with a small gift. With so many designers out there it’s important my clients know how much I appreciate them and their business.

I used to send holiday gifts as thank yous around Christmas time but those promotions can easily get lost in the shuffle.

Being a green business owner, what better way to ensure my efforts stand out than to skip the holiday season all together and to send a self-promotional thank you gift around Earth Day?

In this particular year, I wanted the gift to obviously be eco-friendly, to be somewhat educational (in that it could offer tips

on helping my clients to go green with their business practices–without sounding preachy, of course), and to demonstrate my creative thinking. I also needed to ensure the project after-life was held up to my expectations; I wanted the piece to

be reused. After much debate, I decided on creating “green cards” made of wood that could be used as coasters after the client opened them.

I started by creating two eco-friendly tips (with the help of Inkwell Marketing writer Lindsay Berger) and then created a

visually interesting design to fit within a 4×4″ square. These would become my coasters. My local area printer pointed me in the right direction for having these laser engraved on wood. I chose cherry and aspen finishes.

I also designed a cover card, which would rest on top of the coasters; this would be the first thing the client would see

before reaching the coasters below. This card contained the big sappy thank you message along with a little explanation about what the coasters were for. I wrapped all three items together with natural jute twine and strung my business card on as a tag so my contact information couldn’t be missed. The coasters were slipped into eco-friendly mailer envelopes and were shipped with a custom-designed label.

Clients were inspired and very quick to send positive feedback with regard to the promotion. One client stated, “Thank you for the gift! You have the best ideas. Not only does this make me feel good about the environment, it makes me feel good about you and the creative marketing ideas you have! The tips are great, too, I already have a recycling zone set up, but have killed every plant that has graced my desk, so maybe it’s better if I stay away from those… Also, the wood smells amazing, I don’t know if I’m just a weirdo, but I can’t stop sniffing the coasters. So thanks and thanks again!”

Hopefully these coaster cards are still used by my clients today. They remind my clients to practice green initiatives, keep my business name at the forefront of their minds when they use or see them, and keep paper out of landfills.

A Whole Approach to Design I love whole foods. I’m not referring to the grocery store chain (though I am a loyal customer) but to the actual diet that consists of eating simple foods in their purest form. Daily I do my best to avoid processed items and work to incorporate as many fruits, veggies, whole grains and nuts into my eating plan as possible. It just so happened that while I was eating a black bean, kale, brown rice and avocado burrito bowl with tomato that I came to wonder if there could be a similar approach to design; whole design, if you will. What would that concept look like? If we bring our design method and process back to the fundamental elements, can we strip away unnecessary resources and create a more sustainable approach, client interaction and project solution?

Strip Away the Excess When starting a diet that consists of eating whole foods, we’d begin by eliminating foods processed with preservatives; we’d start by taking away the excess. A journey towards “whole design” could look very similar. Let’s remove unnecessary processes when working with clients; I already work directly with my customers, as I firmly believe effective graphic design comes from unobstructed relationships between designer and client. Sure, account executives serve a purpose but, for me, I’d rather speak and connect directly with the person I’m designing for; there tends to be less miscommunication. I can share my concepts and insights about how I’ve come to solve a graphic or website design challenge and explain my process.

So what else is excessive? Worksheets. Meetings. Proofs. I have a creative brief I fill out at the beginning of most (if not all) projects but I don’t intend to ever make my clients feel like they have to fill out forms and questionnaires about their business, project objectives and target market before getting started. That’s what conversations (and my note taking) and the creative brief are for. So what about those meetings? Sure, some clients prefer to chat face-to-face for all interactions. And that’s okay. But can we reduce the number of meetings overall by sending proofs electronically? Can we schedule conference calls or Skype sessions instead of driving? Coincidentally both of these last two suggestions are also more eco-friendly approaches to a design process.

Keep it Simple One thing I love about whole food eating is that what you see is what you get. A banana is a banana.

I don’t have to worry about whether it’ll contain nuts I might be allergic to or that there might be a preservative in there I’d rather not eat. Graphic design is the same way.

More often than not, graphic and website design projects that focus on communicating a simple message to a client are more effective. Rather than try to share a novel’s worth of information, create a piece that generates interest and promotes a call to action. If you excite and entice the customer correctly, they’ll take the next step.

The same goes for the actual design execution; simple design is always more effective. Look at

companies like 3M, Coca-Cola and Target. Their logos are simple. Their marketing materials are clean and concise. They don’t slap loads of design elements and unnecessary imagery all over the place. The focus is the message; a clean and beautiful design supports and delivers it.

Creating a cleaner layout that uses more white space, less text and fewer elements can certainly be a sustainable approach to design. Reducing ink coverage and avoiding bleeds within projects saves ink and paper.

Go Natural Organic items aren’t what whole foods are really centered around (though personally I consider myself a true enthusiast about organic anything). The reference I’m making here is with regard to going natural; a marketing campaign should be authentic. It should share your brand story and educate customers and prospects as to what makes you and your business different. It’s a good thing to be unique! As a brand, be natural and don’t force yourself to fit into a specific category or role.

Customers will surely remember you all the more for it.

Of course going natural comes into play with the actual design execution process as well; use totally chlorine- or processed chlorine-free recycled paper to eliminate the number of VOCs released during the de-inking and bleaching process. Or aim for a project printed with entirely soy- or vegetablebased inks so we can avoid petroleum. Or how about using LED printing so we cut down on energy costs? These are a few ways we can work to create marketing materials in a more natural capacity (the pages to come will describe these options in further detail).

Perhaps this idea of “whole design” is a bit far fetched or too much of a stretch. But I think the theme of simplicity could go a long way when working with clients towards a fresh, concise, sustainable and thoughtful project.

Summary Armed with a “design for the after” approach to graphic design, knowing the difference between totally chlorine-free and processed chlorine-free papers, and understanding different printing press options and their effects on the environment, you may feel inspired to transform your next design project into a sustainable one. And why not? After all there’s no better time to begin than the present. It should be pointed out, however, that green graphic designers do require the support of clients and colleagues to be fully successful.

We can work for change and share our passion and knowledge for green design with others, but unless those individuals surrounding us are on the same page, it can be difficult to solve creative challenges sustainably in the workplace. I’ve found that by sharing my commitment to eco-friendly design on my website, in my marketing materials and in my conversations with prospects, potential clients have a clear understanding of what my creative process looks like and clearly grasp my mission as a business owner. In short, they know what they’re signing up for as I’m working to attract like-minded individuals. When those prospects turn into clients, they have an idea of what to expect when it comes to my creative method; in fact, several clients have told me after they’ve hired me that being green is what made me stand apart from the crowd. It was a selling point.

All this may sound like a great advantage from a marketing perspective, but what about those clients who, though they claim they’ve hired you because you’re eco-friendly, don’t seem to walk the talk?

Perhaps the client is quick to raise concerns about price differences in recycled paper stocks or would rather print using the least expensive press, no matter the environmental effects or the amount of waste generated. When it comes to these situations, I’ve found it’s best to educate the client through green-speak; without sounding preachy, try to explain the environmental impacts of different project production scenarios. Offer options and alternatives with regard to printing a lower number of items in an effort to save on printing costs (would the client be willing to opt for a slightly more expensive recycled paper as a result?). The core concept is that in order to be our best as green designers, it’s our responsibility in this role to educate our clients and to encourage sustainable thinking on their end as well.

But don’t just leave it up to the client and their promotions to implement green design initiatives. Be sure to generate sustainable self-promotions and to green your own marketing materials as much as possible. Set an example as an advocate for change and use your own advertising methods as a demonstration for clients. And while you’re at it, perhaps consider a certification of some kind for your own business; let clients and prospective customers know you really mean green.

In summary, acting as a promoter for a difference doesn’t just come down to using recycled paper, low-VOC inks and presses that work to eliminate waste. These efforts are in addition to our role as broadcasters for the how and why of eco-friendly design. If we can share our passion through design application, produce sound examples and readily offer our knowledge and passion with others, together we can inspire and bring forth change.

Endnotes 1. Go Green Initiative, “What’s the Problem?”, http://www.gogreeninitiative.org/content/WhyGoGreen/ (August 7, 2013).

2. Global Footprint Network, “Earth Overshoot Day, Sept 27 2011”, http://www.footprintnetwork.org/en/index.php/GFN/blog/today_is_earth_overshoot_day1 (August 7, 2013).

3. World Wildlife Federation, “What does ecological overshoot mean?”, http://wwf.panda.org/about_our_earth/all_publications/living_planet_report/demands_on_our_planet/overshoot/ (August 7, 2013).

4. Direct Marketing Association, “DMA Releases 2010 Response Rate Trend Report”, http://www.the-dma.org/cgi/dispannouncements?article=1451 (August 7, 2013).

5. EarthTalk, “Kenaf: Paper without the wood”, IndyWeek, http://www.indyweek.com/indyweek/kenaf-paper-without-the-wood/Content?oid=1483663 (August 7, 2013).

6. Seeds Green Printing, “Home”, and “Who We Are”, and “Capabilities”, and “Clients”, http://www.seedsgreenprinting.com (August 7, 2013).

7.

Firebelly Design, “Divvy” Portfolio Sample, http://firebellydesign.com/work/divvy/name-brand-strategy (August 23, 2013).

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