Upfrnt by C-Roots

â&#x20AC;&#x153;Creativity emerges when different points of view are held in a reciprocal tension. So different viewpoints play off one another, eventually evolving into a different idea.â&#x20AC;?

>> Charles Leadbeater

Rootsbook June 2011 C-Roots, Amsterdam

The only way is up We can’t continue to live our lives the way we currently do. We need to change our modus operandi. We are obliged to hand over our planet to the next generations in a better condition than we and our ancestors have brought it into. Neutral is, in this respect, simply not enough anymore. Recycling and cradle-to-cradle are all ideas to be used, but we need to do more. Up the ante because our generation and those before us have taken too much of nature’s resources and created a burden which the planet can’t take any longer. The objective of moving up will need to be embraced by many. Across many different disciplines. Without having to forsake on things we have grown accustomed to. We need to deliver new ways of thinking to create a new way of living, fitting the 21st C whilst at the same time moving up in the way we make use of nature’s resources. In creating and driving this change, architecture is an important inspirator and facilitator. It can deliver the context and direction for new technology to be developed as well as ensure that the building itself and the way it is constructed leaves a positive footprint. We see it as our role to actively act as agents of change and drive the forefront of these developments.

A cooperative or a movement ? The ambition is a big one and almost feels like a movement. Or better, it should become a movement of like-minded people around Europe and possibly the rest of the world to be able to create any meaningful effort. An inspired group of people who will actively work together to start working on changing the world for the better. With the ultimate goal to create a new â&#x20AC;&#x2DC;schoolâ&#x20AC;&#x2122; of architecture to make these efforts visible and talkable. To express and incorporate this ambition into our brand, we added something to it. A two letter word indicating movement, direction and the positive outlook we are aiming for. It could stand for United Possibilities, but is simply

up ...the movement to a better, higher position. Therefore our brand name will be:

upfront Upfront is where we want to be. Upfront is literary: ...frank, open, direct, honest ...the most prominent position ...advanced payment ... the first insight into the new TV season by the major American networks

upfront Upfront will not be able to do it on their own. We need other disciplines, expertise and energy to create the acceleration our environment needs. Therefore, we have organized ourselves as a cooperation. True to the original intention: Cooperation is how the components of a system work together to achieve the global properties. In other words, individual components that appear to be â&#x20AC;&#x2DC;selfishâ&#x20AC;&#x2122; and independent work together to create a highly complex, greater-than-the-sum-of-its-parts system. The act of cooperating or being cooperative: - Active help from a person, organization, et cetera. - An orderly sharing of space or resources. - Association for mutual benefit. To create awareness for Upfront and more importantly for our vision, we want to institutionalize our thinking by creating a platform for others to join and add their expertise. Only by connecting to a higher ambition, commercial and ideological institutions will be able to join forces.

upfront the cooperative for up-architecture

1 With nowadays technology

the utmost we can do is build zero-energy buildings. But to develop and build architecture that is truly â&#x20AC;&#x2DC;upâ&#x20AC;&#x2122; we need a completely different way of cooperating. Letting go of the conservatism and embracing the up-challenge.

The up movement in architecture We want to show that we donâ&#x20AC;&#x2122;t want to change things for the sake of changing things. We want to respect the past, use it in the present to better the future. Therefore, we encompassed our thinking in 5Â principles that not only define our work but also steer the input of others. We named it the up school of architecture. The principles which therefore define our work and those of our associated partners:

We create

1 architecture with a positive effect on our

environmental systems Neutral is not enough anymore, we need to have a distinct positive effect if we want to hand over our planet in a better shape to the next generations

2 societal value with inspired, up-sustainable beauty, healthy and diverse architecture

3 buildings able to organically grow with their

inhabitants and when their usefulness is over, re-used or returned to their original elements

4 to deliver well-being to the world 5 and build a building like it is our own

2 Too often architecture

is concerned with space and material whereas the environment and progress should be embraced, delivering a better planet for our children to live, work and enjoy!

3 True to our principles, what

we build should after its usefulness is over, be returned to its original state enabling new life to grow from it.

4 Our architecture not only

delivers societal value but also a positive effect on our planetâ&#x20AC;&#x2122;s environmental systems. Adding back instead of only consuming it.

5 up-architecture connects in

their work the feeling of wellbeing radiated by a building with a positive environmental impact. Handing over the planet to future generations in a much better state adds immensely to the feel-good factor.

The cooperative for up-architecture

The cooperative for up-architecture Architects are in a unique position to facilitate and inspire the cooperation between immensely diverse expertise. All are equally important in finding new ways and meaning but need to be connected to the ambition, be involved from as early as possible to develop what is needed to create the upward movement. Vital connections need to be made and maintained with like-minded people across the world, willing and able to think across disciplines to support the development of up-architecture.

We deliver: ambition direction creation

We need: vital connections unison cooperation define new goals facilitate & inspire to create

well being

â&#x20AC;&#x153;We are the bees, Faro is the treeâ&#x20AC;? Faro, Faro Research and Upfrnt are interconnected without losing their respective individuality. Faro is the solid tree. Growing and branching from a solid base yet at the same time limited because of its foundation. Upfrnt is more the bee(-hive). Moving around like bumble-bees, in no-apparent ways, inspiring and being inspired in their journeys, delivering up-experiences.

The cooperative for up-architecture

Faro Research is the think-tank, the solid roots delivering know-how to both the tree and the bees as well as receive specific know how from Upfrnt.

Different use, different logo The logo is all about connection, about joining forces. It represents a visible frame from which initiatives become apparent or can be added to. The logo therefore always interacts with the medium used. It has in principal three basic shapes which all three can be used, just like all other typography, in light, medium and bold. The usage determines the final shape. The logo as such is never used in colour but only in black or white.

Different characters, one style

The Serif Extra Light plain abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Serif semi bold plain abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

The typography is divided depending on the actual usage. For headlines we use the AlternateGothic, a sans serif, which is reminiscent of the headlines in a newspaper, direct, clear and no nonsense. For body texts we use the Serif Extra Light Plain and the Semi bold. In contrast, a serif letter with an open, round and friendly appearance. An elegant and inviting combination.

Tone of voice Upfrnt is clear about its intentions, ambitions and actively seeks cooperation. Therefore we speak in a clear direct manner, energetic and sometimes even passionate. We like to inspire, voice the yet unthinkable in a charismatic way for others to join our journey.

AlternateGothicNo3D abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Building patterns Patterns of the Upfrnt logo create an additional dimension in the visual identity of Upfrnt. They can be used as a graphical element connected to i.e. photography but also create objects or form an added dimension in architectural elements like walls and floors. As the logo comes in three different appearances, the patterns also come in the same light, medium and bold version.

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Colour Colour is used as an accent and has the function of an amplifier. We use colours in large dimensions to support texts or photography.

Stationery

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Jan van Goyenkade 5, NL-1075 HN Amsterdam, The Netherlands

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Upfrnt

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www.upfrnt.com

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ir Huib van Zeijl Architect BNA 06 - 24 142 353 huib@upfrnt.com

As the logo is always directly connected to the medium, both can also create an additional dimension. In the stationery, we use the connecting circles of the logo as a pattern of holes in the paper. Creating an inverted braille version of the logo.

NL EN

The up movement in architecture

#Ei-burg

We want to show that we donâ&#x20AC;&#x2122;t want to change things for the sake of changing things. We want to respect the past, use it in the present to better the future.Therefore,weencompassedourthinkingin

Jeroen via hyves laces ditibusa verestio co #ei-burg

5 principles that not only define our work but also steertheinputofothers.Wenamedittheupschool of architecture.

1 With nowadays technology the utmost we

Jeroen wrote a blog laces ditibusa verestio co #ei-burg

pieter via Facebook laces ditibusa verestio co #ei-burg

can do is build zero-energy buildings. But to develop and build architecture that is truly â&#x20AC;&#x2DC;upâ&#x20AC;&#x2122; we need a completely different way of cooperating. Letting go of the conservatism and embracing the up-challenge.

Carl via twitter laces ditibusa verestio co laces ditibusa verestio co laces www.upfrnt.com/ei-burg co laces ditibusa verestio #Ei-burg

Laat een bericht achter. Typer hier je bericht

Verstuur

The Upfrnt website Built to grow, built to connect.

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The Upfrnt logo is first to appear from which more parts of the website will become visible like offspring. The typeface of the logo is connected to the networkâ&#x20AC;&#x2122;s nodes referring to a modular way of playfully building things. Moreover it makes clear that Upfrnt is a company in a network open to making new connections.

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The Upfrnt website is designed as a growing structure, just like the way we see it develop in real life. The user experience symbolizes the organic growth of the new Upfrnt venture. The user intuitively influences the growth of the websiteâ&#x20AC;&#x2122;s structure, starting from a blank webpage with a single node. Hovering over the node, new parts of the Upfrnt network are discovered, referring to the pioneering work in the field of up-architecture.

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Before upfrnt

Blog

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Projecten

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Partners

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Publicaties Twitter 20 Augustus 2011

20 Augustus 2011

We zijn op zoek naar gepassioneerdemensenvoor een nieuwe samenwerking. Bijvoorbeeld: Pro-actieve studenten en architecten.

20 Augustus 2011

stEigErEiLaNd

20 Augustus 2011

up as a leading concept A leading concept inspires and at the same time functions as a mental checklist for decision making. It should give direction to the type of culture the cooperation is aiming for as well as steer the development and presentation of our propositions. up is all about uniting possibilities to make an upward movement. Looking to deliver the next steps in architecture. Therefore, in everything we do, we strive for advancement. If it is not there, it is not for us to put our energy behind or attach our name to it.

The same goes for the people we want to work or cooperate with. In all connections, energy should be pro-actively delivered and directed to improve, increase, redefine or simply create new technology. up is contrary to the existing status quo. What is available in terms of technology, ideas etc. is a beginning but we need to do more, combine things in such a way that it becomes more than the sum of the individual parts. We therefore respect the past technologies, use them in the present and connect them to new technology with the aim to better the future.

Culture

leading concept

Identity PHysical atTributes

Proposition

PHysical atTributes

Proposition

building

crowdsourcing SIGNING

communication

rootsbook LEADING CONCEPT

collaboration

brand communication

innovation corporate identity

Keep the fire burning Upfrnt media The reputation of the Upfrnt brands needs to grow from anything and everything we do and by how we do it. It should create a continuous flow of communication which people can relate and contribute to. This means interaction is omnipresent between the visual identity, the projects we work on and the people we work with. One can’t exist without the other and at the same time the identity needs to interconnect all these aspects. This requires a non-traditional media-approach. We don’t broadcast via brochures and alike but scout for interaction where and when a stage is providing a natural opportunity. On this stage, we personally present our message as we are the most convincing messengers. To make extended use of these presentations, we connect them to PR activities in the traditional architecture media or in media connected to the target-audience of our presentation.

pfrnt can also be inspired by the younger generations to U whom at the end of the day we want to hand over the planet. Knowing what their ideas, ambitions and objectives are will help us greatly in this respect. To create this interaction, we suggest an Upfrnt Young Brains; a think-tank of young challengers which are invited to a regular two-day seminar which can also be used to generate PR and awareness.

Our connected partners are empowered to actively promote the brand and the story it entails. We provide them with a simple toolkit for use in brochures and on their website. Our website is the funnel where all traffic is captured. Where our presentations can be downloaded, where our twitter feed continuously represents the latest of Upfrnt and up-architecture. Each project we do is therefore documented like a ‘making off’ as it will present the latest insights in technology and will be captured in a booklike document, a gift when handing over the building to the new owners but at the same time building the up-architecture library (also digitally available on the website!). On top of this, 2 to 3 times per year actively we seek the mainstream media with an update on the latest of uparchitecture presented via the projects we do. Kick-off is with the Faro people and the letter to their customers. Informing them is part of the protocol but our intentions are to reach a much wider audience. Therefore we use the symbolic start of the creation of the new Upfrnt office in the Houthavens. This project will be the ‘Leitmotiv’ and the way we present and organize the development will be our main communication carrier. All aspects of this development must be up-proof and preferably be a physical meeting place on up-architecture long before the actual building is being built.

identity | strategy | creativity ÂŠ Amsterdam may 2011 www.c-roots.com