Gérard Siero - Ecological Architect & Academic by benjamin siero

process journal for gĂŠrard siero designbrief

Design brief//

business summary Gérard Siero is a Ecological Architect, based in Perth, Australia. This means when he acounts for Architecture + Landscape + Environment in any job. Essentially he provides Ecological Architecture Design with Nature. Here is a little bit of a blurb from him: Design for Life! Harmonise natural and human environments! Ecological Architect Gérard Siero bringing 40 years of study, consideration and practical experience to architecture that honours people, culture, place, and nature.

My approach to the design and construction of architecture, landscape and environments is holistic, personal, collaborative, insightful, and passionate. I draw out needs, functions, dreams, and aspirations for projects, working closely with community and individual clients, consultants, builders, and tradespeople. In work that ranges from private dwellings to civic and regional projects, I aim to create beautiful, functional, practical, wellmade, enduring, ecologically and culturally appropriate architectures, landscapes, and environments.

Market position

architect Gérard siero.

There is most definitely a market out there for Ecological Architecture. The fact is they just need to get there name out to the actual public. This is a time when the networking side of the industry is most important and will grow the business. In terms of Gérard’s position he is probably one of the most educated and knowledgable minds on the topic of Ecological Architecture in Perth. Even so he is currently attending a scholorship at UWA for the next two years upon this area. However he may have the knowledge and the skills he lacks what the other Architect firms have in Perth, and that’s a web presence, in this case a website is desperatley needed.

target Audience Families, Couples, Individuals, all of the above. Where the targeting comes down to is for one they would be at a later age where one can afford to build. But also they are interested in the environment, hence why they would want an eco architect. But this could also play the other way and say that well okay you may not care about the environment but in the long run by designing ecologically you can actually save money. In this case you need and especially with architecture that all this money they are spending is worth it.

Tone of voice Obviously friendly, these clients are opening up to you and letting you into their lives. The relationship created here should be strong, the client needs to be able to trust the architect, as they have a lot of money on the line and also their house. In summary I could say you need to be a Home not a House.

objectives GĂŠrard is in a cacoon at the moment, following more studies to better himself as an architect and what he can do for others. During this time it then becomes sensible to arise with a new identity that will set him on the right track. This Identity needs to be something new and refreshing and preach something more than just I design houses. It needs to say more and some serious brand strategy is going to be needed here to set him on the right path.

Mandatory requirements 1 x Brand identity 1 x Business Cards 1 x Letter Head / Invoice 1 x Website

Deliverables As listed under mandatory requirements. Submit with a bound research, ideation and development file and written rationale.

ABOUT Gérard/ Academic

Current studies

1982/

Architects Accreditation Council of Australia, Sydney, Professional Practice,

’Syntropic City’ – To what extent can the philosophy of Deep Ecology and the principles of Green Urbanism impact the structural form of contemporary sprawl?

1981/

Introduction and originality

Bachelor of Architecture, 1st Class Honours, NSW Institute of Technology (UTS), The NSW Institute of Technology (UTS) Medal for Architecture, Chapter Prize, NSW Chapter, Royal Australian Institute of Architects, WA Nelson Memorial Prize, Royal Australian Institute of Architects, NSW, Byera Hadley Testimonial Prize, NSW Institute of Technology (UTS),

1976/

Alexander and Lloyd Prize, NSW Institute of Technology (UTS),

1974/

Architectural Draftsmen’s Certificate in the Credit Grade, Sydney Technical College,

This research is concerned with finding more ecologically effective forms of development. In Part 1 Theory, this research will review the contemporary theory and practice of sustainable (green) ecological planning and urbanism to ascertain world’s best practice. In so doing, this research will explore ways in which conventional suburban/urban sprawl can be adjusted to meet the environmental challenges of the 21st century and beyond. In Part 2 Design, the study will apply these ideas and practices to the specific case of greenfield expansion predicted for southern Perth, Western Australia, and how that integrates with existing urban fabric and landscape. The research theory and design will have relevance to the immediate and long term future urban development in Western Australia, and could be broadly applied wherever similar sprawl cities have arisen, particularly in Australia, America and Europe.

how would you describe your work? The Brundtland World Commission on Environment and Development defined sustainability as: ‘Meeting the needs of the present without compromising the ability of future generations to meet their own needs.’ (Bruntland 1987) This study proposes to extend this anthropocentric definition to include an appreciation of ecological systems as valuable in and of themselves. For the purposes of this study, the word syntropic is being used instead of sustainable. The reason for this is that syntropy encompasses integration of built and human modified environments with local ecosystems. A Syntropic City expresses the possibility of all human structures and activities making positive contributions to ecosystems and biodiversity, beyond the mere maintenance implied by the term sustainable. The research will attempt to plan future development of human environments in regard to these ecological systems, with southern Perth as its study area.

Gérard enjoys working closely with community and individual Clients, Builders and tradespeople, to draw out needs, functions, ideals and aspirations for projects from solar retrofits to houses, to civic and regional projects, and to create beautiful, functional, well-made and ecologically appropriate architectures, landscapes and environments. Gérard brings 39 years of study, consideration and experience to his holistic, enthusiastic, personal and passionate approach to the design and construction of architecture, landscape and environments that derive from and honour people, place and the environment.

why do you do, what you do? Because I love it, I love design. I often find the process frustrating due to clients, but I like to do things well. I want to leave the world a better place. I enjoy learning new things. I enjoy meeting new people. I enjoy teaching. I feel deeply related to and in love with the biosphere with our beautiful planet, our universe and its creator.

What are the strengths and weaknesses of your company?

Briefing, Site Studies, Design, Documentation, Teaching and Seminars, Mentoring, Inspections and reports, Design Feasability studies. Urban and regional planning & design.

Strengths - Wholistic overview of a project, Insightfulnes, Patience, Creative Flare, Attention to Detail, Thinking outside the Square, I look for win win win: triple top line Social, Economic, Ecological Solutions.

Why should I choose your company over your competitors?

Weaknesses - perfectionist, take on to many voluntary commitments. Time poor, needs more. I can only do the work in the time it takes to do the work.

Because I work in a wholeistic way, Bringing in people and place, I study the landscape and come to an understanding how the current place is and seek to create a human environment that provides a positive effect on that place. No one else does that. Most others just draw something up that they are told to. I bring a marriage of creativity, architectual science and deep ecology. - There is no doubt that I am known as an Ecological Architect.

Where do you see your company in 5 years? 10 years? I think ill be doing international consulting work as ill be based over seas. Ecological Architecture and Landscape Urbanism. 10years is back in Australia teaching at uni and running a private practice.

ABOUT GĂŠrard/

What services does your company provide?

Who is your main competitor? Garry Dorn, Ian Dewar, Ralph Hoar, Garry Baverstock, Ray Jones, Peter Jones, Zdanka Underwood (Solar Architecture)

If you had to describe your company/organization in one word, what would it be? why? ‘Creative’, because that contains everything else. If not I could use the word ‘Life’.

What is the positioning or mission statement of your company? It’s all about re-establishing the relationship between people and place. Designing for Life. I look at the clients lifestyle and enclose that within a building. Not build a building and have the clients life altered for it.

Who is the primary target audience? Environmently aware people. People who are interested in quality of life. Not so much people who are interested in aquiring things. Also professionals and are in a state where they can afford to build.

How do most customers find out about your company? Word of mouth, Personel Recommendation, Press Articles, Internet (not personal website), Seminars...

What is the average income level of your target audience? Total Household $100,000 +. Range of Housing Costs tend to be 200,000 - 2,000,000

I look at the lifestyle and that within a Not build a bu have the clie altered withi

clients d encaptulate building. uilding and ents life in it. 9

Gérard’s competitors//

so what other architects are out there and how have they branded themselves? Ehdo is quite an odd one, as in most of the photos they show they never show a complete exterior shot of the house and it’s really annoying so ill have to keep that in mind. As for the design i think this is where we need to say that something minimal and too stripped back can also come out as clinical and heartless. From this site I don’t get a sense of passion, the type is very monotone and i think this is main cause. Even as nice as i may like the structure I am also not looking to build a home, and if i were i would want to deal with someone a little warmer.

it needs to be friendly, i dont want to work with someone if they look like their going to be cold 13

Gérard’s competitors//

so what other architects are out there and how have they branded themselves? Garry Dorn, well according to my father this guy gets a lot of work from his website. Now I could only think this because it’s a very plain and clearly un-designed page which may hit on the whole I’m cheap or something. What is good though is that he has seperated the different jobs into sections of the type of design solution. So there is Organic Solar Architecture, Permaculture, Strawbale constructions and so on....this immediately shows that there are multiple ways of having a sustainable house built, and many people probably don’t even realise this.

What is good though is that he has seperated the different jobs into sections of the type of design solution

GĂŠrardâ&#x20AC;&#x2122;s competitors//

Perhaps a face on the homepage, professional photographs of the houses.

so what other architects are out there and how have they branded themselves? Croudace Architects also hits on that whole a bit cold, and I’m starting to think that’s due to the white background too. Though I think it’d also be nice to have a actual face of the architect on the front page or something...

upon the fact that when I go to an architects site the first thing I want to see is the the houses, as I honestly dont care about their philosophy I just wanna know what they are capable of.

What this does have though is professional photographs of the houses and that’s what does the speaking for these guys. Especially

The main problem is going to be getting professional photographs of the houses.

Gérard’s competitors//

so what other architects are out there and how have they branded themselves? This website, Knobbs Radford Architects uses quite a bit of flash. Now don’t get me wrong it’s pretty cool and I like the big images but the flash goes pretty slow even for our net which is pretty good. As for the logo it’s pretty stripped back with a monospaced type. I’m also finding it interesting that the websites i find interesting all have full backgrounds or colours.

Full backgrounds and colours work well.

The multiplied black over the photos is quite nice too.

Gérard’s competitors//

so what other architects are out there and how have they branded themselves? There is something about Bark that makes it feel quite warm. Whether this is due to the more oraganic logo I’m not sure but they just seem friendly. They have also to note captured quite a bit of colour in their shots which is quite nice. The interior of the website isn’t really as nice but they way they talk reads as they love what they do and they care for the environment. http://www.barkdesign.com.au/

get some colour in the photographs, show that you are building the house around the lifestyle.

GĂŠrardâ&#x20AC;&#x2122;s competitors//

deep colours suggest high quality and excellence. Projects structured in grids. About me with nice photo.

so what other architects are out there and how have they branded themselves? These guys logo is really quite simple which is nice as it isn’t everything, the focus instead is the actual work. Which makes sense, the name itself isn’t all that creative but it’s short and easy to remember. As for the website I’m really starting to notice how these dark coloured websites seem to do so well compared to white page based sites. It just gives that emphasis of quality and excellence.

They way they format the projects is also really nice. You also have the selection of year, project type and the size of the building/job. Lastly within the contact section they have a nice personal picture of each person and this is a really nice idea of showing the architect. http://www.mad.no/

GĂŠrardâ&#x20AC;&#x2122;s competitors//

Good photography is everything.

so what other architects are out there and how have they branded themselves? Andersson Wise is another quite nice website. The identity once again is very simple and clean. Not preaching anything special. What it does say to me is professional, traditional and Academic which is what I’m thinking would be a good image for Gérard.

This is probably the only website I’ve seen with the floor plans and side profile drawings too which is interesting. I quite like the home page on this one too. http://www.anderssonwise.com/

nice organic logo, created from leaves. possibly GĂŠrard can use this organic nature.

Some interesting type that may be worth looking into.

Nice colour for one, but secondly and more importantly that heading type is really interesting.

itâ&#x20AC;&#x2122;s a bugger as i already thought of doing something like this, anyway the idea of space and the identity being a 3d object is a strong idea.

Nice and monotone/ monospaced. Grainy images are nice in greyscale. nice application of the logo.

DO YOU THINK OUTSIDE OF THE BOX?

That’s not square.... exactly, but it’s still a box

brand positioning

how should Gérard be marketed what makes Gérard different? Gérard is enfused within any job he does, he provides almost 40years of experience and continual learning into his work. As Gérard provides a solution that is dependent upon the lifestyle and the place no house he designs is the same. But if we really get into it what makes Gérard an individual. I think firstly we can say that he is an ecological architect. That it certain. Next I think we can arise the fact that he is an Academic, having gone back into studies and having topped his class during his initial classes he is one for the books. Gérard is also a public speaker, and a teacher. He enjoys educating others and especially when it invloves ecological design.

So Gérard is a Ecological Architect, an Academic and a Public Speaker. In terms of marketing him though I think the best aim would be to present him as a Academic and an Ecological Architect. This is also due to the fact of where he wants to be in the future “I think ill be doing international consulting work as ill be based over seas. Ecological Architecture and Landscape Urbanism. 10years is back in Australia teaching at uni and running a private practice”

ecological arch academic

consultant

landscape-architecture

building-architecure

ecological architect

academic

consultant

results in three audiences

one for teaching

government/ organisations

one for actual clients

audience demograp hics//

age In terms of teaching there are two main ages biut the primary age group is University students. These students average range from 20-25 of age and would see Gérard as an Academic. The other being fellow architects that may want to learn about more ecological design, however it is likely that these people would be recent graduates as well. One could say there would also be a group of similar aged architects but i doubt the market for talks on ecological architecture is in much demand. These architects however would see Gérard as a specialist within ecological architecture. Now in terms of clients, these people are likely to be at an age where one can afford to build. This would range from Couples, Families and Pensioners. We can then say this age range would be from 30-70. (I include 70 as he has recently had a lady of approx this age).

architect Gérard siero.

gender Now obviously when dealing with housing as well as those studying architecture or in the field of architecture we are talking both about males and females. As obviously it isn’t a male driven field as it used to be in the olden days but also people wanting houses built are usually couples or familes.

social class This is where it ranges quite a bit, the clients could be from pretty much all social classes though I would presume they would be more likely from the mid to high class. But this also depends on how much they want it as often some people will live a basic life so that they can one day have their own special house. Also here is the fact that someone could just want part of a building renovated or perhaps just a landscape.

geographic location Primary Audience is in Perth and then Western Australia. However in time one hopes that Gérards consultantcy plays a larger role and he becomes a consultant somewhere around Holland. So location isn’t really locked in at the moment. What we can assume though is that the design should accompany the idea that more than just australians will be coming in contact with Gérard.

education Now education also has the two sides to it, obviously the teaching side of the audience would be educated as they are studying Architecture or are a qualified Architect. Then the audience for building would most likely be educated too, however within this we hope that they would be educated on ecological design or at least know why they would want a sustainable house.

audience psychogr aphics//

What are the academic audience interested in? The Academics are interested in Ecological architecture. What it involves, what it means and how to achieve it. They are also interested in networking. In terms of more personal things they may be interested in the TV series Grand Designs which contains worldwide architecture. They may also me interested in a number of magazines such as monumental which is a architectual magazine.

In terms of their work they are usually interested in new things, often designers prefer to have different work so that they can continually solve different problems rather than just one problem in the same way again and again.

architect GĂŠrard siero.

So bringing it back they are interested in what GĂŠrard has to teach them about his studies and how to design in a way that it becomes a sustainable house that doesnâ&#x20AC;&#x2122;t have to forfit on design and aesthetic.

what are the house clients interested in? The clients are interested in hopefully having a sustainable house. But they want it to be beautiful too, they want it to be achieving the right stuff but still look cool and be liveable in. The house they are looking for is something that says who they are and how they live. It should work for them and not for someone else. Think of it this way techniqually when the house is built it is perfect for those people, but the next people that come into that house will never find it perfect, as in the end it wasnâ&#x20AC;&#x2122;t built for their lifestyle it was built for the previous owners. Now these people would also be interested in shows like Grand Designs as it gives them an understanding of how it all works, what the process is and even so how much a house can actually cost.

Next obviously we hope they are interested in the ecological and sustainable side of life. They care for the planet or earth or how ever you want to say it. Now that doesnâ&#x20AC;&#x2122;t mean they have to do weird things like shower with a bucket and a sponge but it just means they understand that by choosing certain materials and designing the house in a certain way they can leave less of a footprint and in the long run they can also save money from reduced heating and cooling costs.

as for the future//

i asked Gérard what he wants to do with his future, what work he wants to do and also asked him about how he would possibly teach. Gérard responded by saying I do want to teach, but to teach I must also practice. I can not expect to teach if I am not practicing myself. So even if I do become a teacher in Ecological Design I need to continue to have my Private Practice too. As within architecture likewise with medicine they are called practices, as it’s a job where you are continually learning. If I were to work on Pegs house that I worked on last year I would already do things differently. In terms of work Gérard said “I want to continue to explore a truely sustainable building. I want to work so that every building is a tree and every city is a forrest.

architect Gérard siero.

A tree is a perfect building. It takes from what is around it, it houses possums and birds, but it grows a leaf from the energy and when it drops it, it gives it back. When the tree dies it then gives it’s whole self back to its surroundings and leaves no mark to it being there in the firstplace. It is a continual life cycle. A tree also gives back whilst alive, it creates oxygen, it acts as a shelter, it provides food for other plants and animals, insects included. A tree acts not just by itself but with everything around it. It becomes apart of the ecosystem and as a result most trees live for years upon years. So why not learn from nature and build our houses to respond, work and give in the same way.

I also asked Gérard about a house being built for a certain family and techniqually that house would not work for anyone else. Gérard said yes in a way, but part of an Architects job is to also design that building in a way that it may be adaptable to others. It is the Architects responsibility that it he is not only designing the house for now but for the future as well. - Perfect for now, Adaptable for future.

I also asked Gérard to name six of his favourtite buildings right now. The list goes, Peg Shadforth’s ‘The semi circle’, The Leaversuch’s, The Barr’s, Larsen, Serpentine and the Tower. These are the six buildings or jobs that I will look at to gain a better understanding of Gérads work.

looking at Gérard’s architecure// P Shadforth Architect Gérard Siero, 2006-9. “PELOHA” Bermed Solar Hemicycle House, Gosnells East, WA, (Owner builder) Role Project Architect and Project Management Advisor

Duties Briefing, Site analysis and Planning, Design and Documentation, Consultant coordination, Negotiations and Approvals, Contract Administration. The Client had attended one of my Solar House workshops for the WA Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms

for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing seam sheeted roof. Between 700 and 800 people visited the completed house on Sustainable House Day 2009. Due to the boom, builders were not available or too expensive, so I assisted the client through owner building, including sourcing trades, additional detailing, programming and on-site problem solving, over a period of 18 months. The final cost was approximately $100,000 below the best builder price.

looking at Gérard’s architecure// M Leaversuch Architect Gérard Siero, 1999-2003 Solar Woodcraft Studio, Solar Garden, Landscape and Carport, plus minor restoration works to heritage listed, stone, 1890’s house, Swanbourne, WA. Role Project Architect:

Duties Feasibility, Design and Documentation, Consultant coordination, Approvals, Scope and costing negotiations with builder and landscape contractors. Contract administration (“cost-plus” contract). The design meets the challenge of creating a private place on a busy intersection that harmonises with a valued heritage listed house to provide an attractive, climate responsive and function environment. A model was made to explain the concept to Council, which enthusiastically passed and publicly commended the design in the local press.

The site was replanned with new garden entry experience orchestrated so that prospect of the house at arrival - over a bridge - is kept open, with the Studio sited discretely off to the side. The landscape was designed with circular spaces and curved paths, a blend of indigenous and adaptive plantings, and a watercourse, to soften the seasonal extremes of the climate. The Studio provides a well crafted, light, spacious and functional workshop of quality, natural, durable materials, with the verandah doubling as spill over for large pieces and, with the attached gazebo, providing outdoor living opportunities in the Garden. The result exceeded the delighted clients’ expectations.

looking at Gérard’s architecure//

offering shelter, comfort, amenity and views. Pavilions are same height as the Agonis woodland tree canopy, and are surrounded by extensive Wandoo decks for outdoor living, entry/breezeway, outdoor shower and access, which also help define use zones and privacy gradients.

G & A Barr Architect Gérard Siero, 2002-9. 2002-4 “Seabird”, Pavilion Beach House, Bremer Bay, (Owner builder)

An automatic, battery-powered fire sprinkler system mists the building, verandahs and surrounds for up to 8 hours in the event of a bushfire. Exterior is clad with combustionresistant materials.

Role Project Architect:

2008-9 Guest Pavilion, “Seabird” Beach House, Bremer Bay, (Owner builder)

Duties

Role

Briefing, Site analysis and Planning, Design and Documentation, Consultant coordination, Negotiations and Approvals, Detailing, Construction advice.

Project Architect:

Innovative, pre-manufactured, siteassembled, insulated steel framed pavilions with a casual feel, set in a sensitive landscape protection zone in the Fitzgerald Biosphere were successfully negotiated through Council for approval. Camping on site helped to get the feel for the place, its microclimate and opportunities. I designed the light, framed, passive solar pavilions with steel deck formed concrete floors for thermal mass, insulated underneath, to create a sense of camping and connection with the natural woodland coastal site, while

Duties Briefing, Site analysis and Planning, Design and Documentation, Consultant coordination, Detailing, Construction advice. Pavilion is linked to original house by a landscape wall windbreak that defines a sheltered courtyard with fire-pit and bbq. It contains 2 sleeping areas, (one of which can function as a living space and has space for future kitchenette), and a Bathroom/Laundry, with a wrap around verandah on the north and on the south and entry porch/verandah. The Guest Pavilion relates to the woodland – an intimate outlook, while the more elevated and exposed main house relates more to expansive ocean views.

looking at Gérard’s architecure// Private Client Architect Gérard Siero 2000-3: Wave House, Waterford, WA (owner built) Role Project Architect:

Duties Site analysis and planning, Consultant coordination, Design and documentation, Representations and approvals. The design “borrows” visual landscape space from an adjoining park to the North. Living spaces open to a north garden. Car spaces are placed behind and to the side so the forecourt area and the house, rather than a garage, form the visual focus on arrival. Construction documents were tailored to support the owner builder’s role, including additional details and drawn schedules.

looking at Gérard’s architecure// Shire of SerpentineJarrahdale and Department of Planning & Urban Development 1991-3 Serpentine-Jarrahdale Rural Strategy Report Landmarc An Ecological planning study, including concept development of Landscape Protection and “Nature Development Areas” all linked by “Ecological Corridors Networks” (“Econets”), providing “Greenways” & “Greentowns”. (Additional consultations in 1994).

Duties: Project leader: client liaison, submissions and proposals, briefing and research, community consultation (search conference), project coordination, research, environmental analysis, mapping and drafting, interactive workshops, planning and concept design, authoring, editing, desk-top publishing, graphics and illustrations, presentations to clients and authorities.

I was partner-in-charge of this pioneering Regional Planning Study for an outer Metropolitan Semi-rural Shire seeking to manage the pressures of urbanisation without urban sprawl. I developed detailed environmental and landscape analysis, extending ideas learned from McHarg. We utilised WA Department of Agriculture Geographical Information Survey (GIS) data and other research. The revealed optimal land use areas formed the basis for our proposal to house up to 250,000 people in fourteen new “Greentowns” plus numerous rural and semi-rural “villages”. Urban areas and neighbourhoods were designed to ecologically sustainable development criteria, such that the rural character and fragile environment of the Shire were conserved while providing convenient and salubrious living and working urban environments with a wide variety of housing and lifestyle choices.

linking Conservation Areas along streamlines, ridgelines and roads, to help protect bio-diversity), “Nature Development Areas”, “Greenways” and “Greentowns”, and advocated changes to land tax systems to remove proximity planning as a driver of unsuitable land use change and urbanisation by stealth. Consultant team included: Prof Barrie Melotte, who drafted the land use policy wording; John Croft, Community Consultation; and Sr Veronica Brady, Consensus Analysus. GIS Mapping from WALIS by Australian Groundwater Consultants (AGC Woodward Clyde). Prof. Anne Beer, Head of Landscape Architecture at Sheffield, UK, and a judge in the Perth Foreshore Competition, described this project as one of the most sophisticated landscape and environmental planning projects anywhere in the world at the time.

The project pioneered the concepts of “Ecological Corridors Networks” (“Econet”:

looking at Gérard’s architecure// Michele Payne Architect Gérard Siero: 1995-2004: Tower House, Burswood, WA, (owner built) Role Project Architect:

Duties Briefing, Site analysis and Planning, Consultant coordination; Design and Documentation, Negotiations and Approvals, Contract Administration. The challenge was to design a house with a very small footprint, that could harmonise with a valued heritage listed house to create an attractive, climate responsive and function environment, surrounded by (relatively) generous garden spaces. The resulting 5 level tower, rather like a free standing terrace house, exceeded the delighted clients’ expectations.

The house has massive day spaces and light mass night spaces, along the lines of the CSIRO’s “Drysdale House”. [Drysdale, J.W. 1975, Designing Houses for Australian Climates, EBS Bulletin No.6, 3rd ed., AGPS, Canberra] The Basement is of cavity filled brickwork, with the Ground-Living Level designed with insulated limestone and brick. The upper levels are of light mass, insulated framed structure clad with stucco. The attic and roof are clad with corrugated steel as is the stair tower. The building’s height enables strong stack effect ventilation when there is no wind, whilst its overall form creates good draft for naturally venting the building for night cooling.

i want to continue to explore a truely sustainable building.

i want to work in a way that every building becomes a tree & every city becomes a forrest.

Design message & communication//

the general idea I was talking to Gérard about the identity that I’m working on for him. I was saying that I was thinking of allowing the buildings and the copy to be the eco design part but have it visually not eco as I felt it didn’t need to be pushed and we also didn’t want to hit on that idea that design is faultered when something is more eco. Gérard said that he agrees, he also said sustainable buildings don’t have to look like ‘Sustainable Houses’. They can still be as beautiful as any other house.

sustainable design doesn’t have to look like sustainable design. So neither does Gérard’s identity > more so in terms of logo > let the houses do the talking

architect Gérard siero.

so what are we from this trying to communicate? > here are some keywords that come to mind when looking at GĂŠrard and his work: Person & Environment, Enthusiastic, Academic, Outgoing, Sustainable, Modern, Balance with functionality, Versatile, Passionate, Craftsman, Experience, Experience, Re-cycle, Life-cycle, Life, Lifestyle, Personal, Open, Connected, Connection, Environment, Shelter, Welcoming, Aesthetic, Beautiful, Nature, Natural, Tree, Forrest, Ecological, Indoor & Outdoor > Gradual transition, Camping > in contact with the environment.

ARCHITECT Gérard SIERO ARCHITECT Gérard SIERO

I want a typeface for the logo which essentially combines these three fonts, or at least takes elements from each.

first letter construction (rough)

first letter construction (rough) - grid used

Capheight Serif height

Crossbar 1 for R, H, E Crossbar 2 - for A

Serif height Baseline

first letter construction (rough) - adjustments needed still

letter refinement needed//

refinements made on letters

pink is the new adjustments

second letter construction (rough) - adjustments needed still

letter refinement needed//

refinements made on letters

pink is the new adjustments

second letter construction (rough) - adjustments needed still

Letter refinement needed

refinements made on letters

pink is the new adjustments

kerning// Iâ&#x20AC;&#x2122;ve just become a little stuck in my thought process. I think the letters are really beautiful, but I need to really set in stone the way they are applied and what typefaces should be applied to the actual brand, that will keep this type as the Hero. At the moment the idea of this is that the logo can be applied over photographs, or in corners of documents, Also just tried it out in a long line but it doesnâ&#x20AC;&#x2122;t obviously work as it becomes way too long.

So this is the logo at the moment, but I will probably make some more changes to it, but at the moment I want to start adapting it to some scenarios to see how it works and this will better allow me to find needed refinements with it.

mucking around with ideas from sketches I think itâ&#x20AC;&#x2122;s nice how the house or background is actually covered up so that you canâ&#x20AC;&#x2122;t see the whole house, it creates interest and intrigue.

bringing in some of the houses as the photos

photography will play a major role in the identitty of GĂŠrardâ&#x20AC;&#x2122;s. They will be of both houses and the environment showing the connecttion of the two

The communication you get of the combination of the follage and the identity is really nice here and this is what iâ&#x20AC;&#x2122;m looking for.

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MUCKING AROUND WITH WHAT COULD BE THE BACK OF THE LETTERHEAD... THIS COULD BE PUSHING IT TOO FAR IN SOME AREAS THOUGH, EVEN SO IT’S STILL QUITE INTERESTING AND WORKS WELL.

103

Altered angle on the A, altered interior curve of R, Altered exterior curves of C, G, D, S & O

Altered width of C & D

105

Reduced the width of the S, and altered the inside curves.

Added serifs to the C and S

Subtle changes to the curves of the S, trying to smoothen it out

Changes to interior of the R, Reduction of the H vertical strokes and adjustment of base T serif

Reduced size of accent on top of E and reduction of the body of the O

107

Reduced width of the A

Curved the top of the R a little more to remove the sharp edge

Reduced the width of the R

Reduced the width of the E, T and H

Reduced the vertical strokes, reduced the body of the D & O

Checking readability which appears pretty good to me.

109

Business card & letter head//

the general idea Now you should have already seen the previous sketches with basic ideas of these two but the general jist is that obviously they need to be eco friendly and relate to space and or the environment and things like that.

Though the main idea is that these need to be designed so that they can have another use after being what they are. this will promote the true lifecycle that GĂŠrard talks about, this also takes eco stocks to a new level.

111

113

115

117

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the backs of the business cards Starting with the sketched idea with the use of various sized rectangles which adapt to show off the image behind. The fact the logo is hard to read is quite interesting within this, I donâ&#x20AC;&#x2122;t think itâ&#x20AC;&#x2122;s a negative as much as positive.

the backs of the business cards The various sizes was a little messy so perhaps a more consistent approach but with the different colours and photos still.

121

the backs of the business cards I think the different colours were just a bit too strong so lets look at something more friendly. Iâ&#x20AC;&#x2122;m also thinking a one size rectangle is more suited. The question here is to have it up or down.

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B Arch Hons RAIA Ecological Architect Studios 5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097 110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061 siero.architect@telstra.com

B Arch Hons RAIA Ecological Architect

Studios 5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097 110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061 siero.architect@telstra.com

B Arch Hons RAIA Ecological Architect

Studios

5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097 110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061 siero.architect@telstra.com

#1126

#11980

B Arch Hons RAIA Ecological Architect

Studios 5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097

Studios

5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097

110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061

siero.architect@telstra.com

siero.architect@telstra.com #1126

110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061

#1126

#11980

the front of the business cards This is where I’m still a little unsure, I’m also not really happy with any of these. As for these one problem is that Gérard’s name could be in the logo type or another type. The next is I havn’t worked out what typefaces comliment this type I’ve created. So that needs to be played around as well.

B Arch Hons RAIA Ecological Architect Studios

5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097 110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061 siero.architect@telstra.com

#1126

#11980

B Arch Hons RAIA Ecological Architect Studios

5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097 110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061 #1126

#11980

siero.architect@telstra.com

125

B Arch Hons RAIA Ecological Architect Studios

5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097 110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061 siero.architect@telstra.com

#1126

#11980

#1126

#11980

#1126

#11980

B Arch Hons RAIA Ecological Architect Studios

5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097 110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061 siero.architect@telstra.com

B Arch Hons RAIA Ecological Architect Studios

5A Teague St, Burswood 6100, WA + 61 (0) 8 9361 4097 110 Short Beach Rd, Bremer Bay 6338, WA +61 (0) 417 950 061 siero.architect@telstra.com

At the moment this is what i will present to class as this is where i am up to but i plan to develop these more. Also changed back to introducing the colour in the photo side just to give it that extra something, also gives the identity the chance to play up some colours.

127

the back of the letterhead ^ Firstly with the letterhead we know that he would be sending out very little, the letterhead would be something that only important information would be sent out on, otherwise everything is by email. As for the design here I have tried to continue the same idea as the business cards, and itâ&#x20AC;&#x2122;s a nice application, whether it says the right thing though is another thing.

the front of the letterhead > As for the front or the copy side, I have started designing it very striped back and plain to contrast against the other more full on side. The pages with the lines are symbolising that same idea of folding them in a certain way.

129

the back of the letterhead Once again playing around with various ideas, I think photography is something that should play a role to show the actual houses and the environment.

the back of the letterhead I think the framed photo worked well so just trying it with the look of various stocks, I think this becomes a really interesting look for GĂŠrard, it really pushes the whole modern side of his work and says ecological design doesnâ&#x20AC;&#x2122;t have to be boring.

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looking back at the logo So as you know Iâ&#x20AC;&#x2122;m still not happy with the logo, I feel it either needs another construction or the letters need more refiement or just the whole thing needs to change. Though Iâ&#x20AC;&#x2122;m determined this is the right way to go, it just needs refinement to get it there.

So with these letters here I think Ill refine them more until Iâ&#x20AC;&#x2122;m happy with them, After that ill try a few different combinations rather than just the long one and three liner.

Reducing the size of the serifs

Reducing the Râ&#x20AC;&#x2122;s serifs and bringing another serif in on the inside of the R. Reduced the body of the C, G, D and O,

Changing the Tail of the R

Reduced the vertical strokes, reduced the body of the D & O

Reduced size of C, G & S

133

The one line. Nice to see it all together but it’s just too long.

The two line. Structured nicely by having Architect, Gérard Siero, Rather than having it read all as one.

The three line. The three lines work well in that they are quite compact but still it just doesn’t feel like a solid logo, it’s still just a name in some nice type.

Getting the solid feel. By having 20 letters we can break up the combination and make a more geometric shape, these when tracked out properly can form a much more solid application to the square/rectangle. Now to me this is what it’s needed this whole time.

This could also be applied in a number of colours if needed...

Academic, Professional, Geometric, Designer, Structure, Shape, Form, Modern approach with Traditional Type, Elegant.

135

the back of the letterhead Bringing the logo into the same styled letterheads, works quite nicely but I also wonder what itâ&#x20AC;&#x2122;s like within the corner of the photograph.

the back of the letterhead Not bad, only concern is whether it is readable in some areas.

137

Seeing as GĂŠrards work is all about space, shape and form perhaps the logo can explore this as well.

139

hmmm donâ&#x20AC;&#x2122;t really like the application of it though, Just feels a little flat. Perhaps some more shape to it

141

I like the idea of the logo being applicable in a number of ways, and this does also conform to the idea of space and shape, does it seem unnecessary though?

143

the back of the letterhead As you can see I’m quite interested in this style I’ve come to be adapting for Gérard, but at the same time I’m concerned that it may be being pushed too far. I’m thinking from here I may need to bring it back a little, the whole Architect, Design, Modern is there but now it just needs to say friendly too rather than just -----You may have also noticed that I’m creating a European look to the design, This is due to the fact that Gérard plans to go to Europe but was also born in Holland = Orange.

145

the front of the letterhead Ecological Architect & Academic

5a Teague Street, Burswood, WA, 6100

Playing around with the letterhead, this is based off my own personal letterhead though obviously the type is different, though it seems to work quite nicely. Though considering it is based off mine I will play around with some other constructions.

06/08/2011

In the end the letter head needs to provide some secure information, so it needs to be professional and serious.

Gewaardeerde klant

Peg Shadforth, Hemi Circle House

Still not sure on the 3D application too of the logo, or it’s better to just have the plain logo.

In de eerste plaats en vooral de herinrichting moet handhaven of te verbeteren op het gedrag, attitudes, percepties, gevoelens en herinneringen van de consument voor dit bekende markt toonaangevend merk. Jim’s Group werd opgericht door Jim Penman, die was eens een grasmaaier Melbourne en maaien ronde verkoper. In latere jaren Jim begon te groeien en vertakken zijn bedrijf en vandaag Jim Groep bestaat nu uit een combinatie van 27 afzonderlijke franchises en bevat meer dan 2750 franchisenemers in vier landen. Jim’s is uitgegroeid tot een Australische leider in franchising en is een van de meest bekende namen in het bedrijfsleven Australië. Sinds het begin heeft de oprichting van een aantal nieuwe franchises resulteerde in een inconsistentie tussen het merkimago. Het huidige logo is ook gevonden om beperkingen te hebben in de richting van het andere merk categorieën als Jim is gegroeid en verhuisde naar andere markten. Jim’s groep willen worden gezien als een samenhangend en professioneel bedrijf, terwijl nog steeds met haar eigenheid en de lokale uitstraling van de huidige merk zo sterk voor staat. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap.

Architect Gérard Siero Ecological Architect & Academic

Gérard Siero +61 417950061

AGS.com Design@AGS.com ABN: 93 123 456 789

Ecological Architect & Academic

5a Teague Street, Burswood, WA, 6100

06/08/2011

Gewaardeerde klant

Peg Shadforth, Hemi Circle House In de eerste plaats en vooral de herinrichting moet handhaven of te verbeteren op het gedrag, attitudes, percepties, gevoelens en herinneringen van de consument voor dit bekende markt toonaangevend merk. Jim’s Group werd opgericht door Jim Penman, die was eens een grasmaaier Melbourne en maaien ronde verkoper. In latere jaren Jim begon te groeien en vertakken zijn bedrijf en vandaag Jim Groep bestaat nu uit een combinatie van 27 afzonderlijke franchises en bevat meer dan 2750 franchisenemers in vier landen. Jim’s is uitgegroeid tot een Australische leider in franchising en is een van de meest bekende namen in het bedrijfsleven Australië. Sinds het begin heeft de oprichting van een aantal nieuwe franchises resulteerde in een inconsistentie tussen het merkimago. Het huidige logo is ook gevonden om beperkingen te hebben in de richting van het andere merk categorieën als Jim is gegroeid en verhuisde naar andere markten. Jim’s groep willen worden gezien als een samenhangend en professioneel bedrijf, terwijl nog steeds met haar eigenheid en de lokale uitstraling van de huidige merk zo sterk voor staat. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap.

Architect Gérard Siero Ecological Architect & Academic

Gérard Siero +61 417950061

AGS.com Design@AGS.com ABN: 93 123 456 789

147

Ecological Architect & Academic

06/08/2011

I was getting some feedback from a mate and he suggested that the word Architect and Gérard’s Name should be separate, seems to make sense that it should, but also does it look any good doing that and what should jump out more, his name or the fact he is an architect.

5a Teague Street, Burswood, WA, 6100

Gewaardeerde klant

the front of the letterhead Application of the adjusted logo with the colour varience in the type, it still applies well so perhaps worth keeping for better readability.

Sinds het begin heeft de oprichting van een aantal nieuwe franchises resulteerde in een inconsistentie tussen het merkimago. Het huidige logo is ook gevonden om beperkingen te hebben in de richting van het andere merk categorieën als Jim is gegroeid en verhuisde naar andere markten. Jim’s groep willen worden gezien als een samenhangend en professioneel bedrijf, terwijl nog steeds met haar eigenheid en de lokale uitstraling van de huidige merk zo sterk voor staat. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval

In terms of the letterhead design, I’m just playing around with where the information needs to be, as well as designing it in a way that a email header and footer could be created.

van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap.

Architect Gérard Siero Ecological Architect & Academic

Gérard Siero +61 417950061

AGS.com Design@AGS.com ABN: 93 123 456 789

Ecological Architect & Academic

5a Teague Street, Burswood, WA, 6100

06/08/2011

Gewaardeerde klant Peg Shadforth, Hemi Circle House

In de eerste plaats en vooral de herinrichting moet handhaven of te verbeteren op het gedrag, attitudes, percepties, gevoelens en herinneringen van de consument voor dit bekende markt toonaangevend merk. Sinds het begin heeft de oprichting van een aantal nieuwe franchises resulteerde in een inconsistentie tussen het merkimago. Het huidige logo is ook gevonden om beperkingen te. Jim’s Group werd opgericht door Jim Penman, die was eens een grasmaaier Melbourne en maaien ronde verkoper. In latere jaren Jim begon te groeien en vertakken zijn bedrijf en vandaag Jim Groep bestaat nu uit een combinatie van 27 afzonderlijke franchises en bevat meer dan 2750 franchisenemers in vier landen. Jim’s is uitgegroeid tot een Australische leider in franchising en is een van de meest bekende namen in het bedrijfsleven Australië. Sinds het begin heeft de oprichting van een aantal nieuwe franchises resulteerde in een inconsistentie tussen het merkimago. Het huidige logo is ook gevonden om beperkingen te hebben in de richting van het andere merk categorieën als Jim is gegroeid en verhuisde naar andere markten. Jim’s groep willen worden gezien als een samenhangend en professioneel bedrijf, terwijl nog steeds met haar eigenheid en de lokale uitstraling van de huidige merk zo sterk voor staat. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap.

Architect Gérard Siero Ecological Architect & Academic

Gérard Siero

+61 417950061

AGS.com Design@AGS.com ABN: 93 123 456 789

149

Ecological Architect & Academic

5a Teague Street, Burswood, WA, 6100

06/08/2011

5a Teague Street, Burswood, WA, 6100

Gewaardeerde klant Peg Shadforth, Hemi Circle House

06/08/2011

Jim’s Group werd opgericht door Jim Penman, die was eens een grasmaaier Melbourne en maaien ronde verkoper. In latere jaren Jim begon te groeien en vertakken zijn bedrijf en vandaag Jim Groep bestaat nu uit een combinatie van 27 afzonderlijke franchises en bevat meer dan 2750 franchisenemers in vier landen.

Gewaardeerde klant

Jim’s is uitgegroeid tot een Australische leider in franchising en is een van de meest bekende namen in het bedrijfsleven Australië. Sinds het begin heeft de oprichting van een aantal nieuwe franchises resulteerde

Peg Shadforth, Hemi Circle House

in een inconsistentie tussen het merkimago. Het huidige logo is ook gevonden om beperkingen te hebben in de richting van het andere merk categorieën als Jim is gegroeid en verhuisde naar andere markten. Jim’s groep willen worden gezien als een samenhangend en professioneel bedrijf, terwijl nog steeds met haar eigenheid en de lokale uitstraling van de huidige merk zo sterk voor staat. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval

In de eerste plaats en vooral de herinrichting moet handhaven of te verbeteren

van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie,

op het gedrag, attitudes, percepties, gevoelens en herinneringen van de

beleidslijnen van de Gemeenschap.

consument voor dit bekende markt toonaangevend merk. Sinds het begin heeft

Architect Gérard Siero Ecological Architect & Academic

de oprichting van een aantal nieuwe franchises resulteerde in een inconsistentie Gérard Siero

tussen het merkimago. Het huidige logo is ook gevonden om beperkingen te.

+61 417950061

AGS.com Design@AGS.com

Jim’s Group werd opgericht door Jim Penman, die was eens een grasmaaier

ABN: 93 123 456 789

Melbourne en maaien ronde verkoper. In latere jaren Jim begon te groeien en vertakken zijn bedrijf en vandaag Jim Groep bestaat nu uit een combinatie van 27 afzonderlijke franchises en bevat meer dan 2750 franchisenemers in vier landen.

the front of the letterhead

The banner going across does give the letter a nice balance but it’s also a little heavy, or by that I mean it loses it’s cleanliness that it had before,

I still kind of like this in the orange too, but in the end I don’t think it’ll pass as you need to keep it professional, but then again we wil see what Gérard says about it.

gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap.

Architect Gérard Siero Ecological Architect & Academic

Gérard Siero

+61 417950061

AGS.com Design@AGS.com ABN: 93 123 456 789

06/08/2011

Gewaardeerde klant Peg Shadforth, Semi Circle House

06/08/2011

bekende namen in het bedrijfsleven Australië.

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

een samenhangend en professioneel bedrijf, terwijl nog steeds met haar eigenheid en de lokale uitstraling van de huidige merk zo sterk voor staat. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval

In de eerste plaats en vooral de herinrichting moet handhaven of te verbeteren

van de vaststelling van specifieke problemen of potentiële problemen; Beperking

op het gedrag, attitudes, percepties, gevoelens en herinneringen van de

beleidslijnen van de Gemeenschap.

van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie,

consument voor dit bekende markt toonaangevend merk. Sinds het begin heeft

Architect Gérard Siero Ecological Architect & Academic

de oprichting van een aantal nieuwe franchises resulteerde in een inconsistentie Gérard Siero

tussen het merkimago. Het huidige logo is ook gevonden om beperkingen te. Jim’s Group werd opgericht door Jim Penman, die was eens een grasmaaier

5a Teague Street, Burswood, WA, 6100

Melbourne en maaien ronde verkoper. In latere jaren Jim begon te groeien en

+61 417950061

AGS.com Design@AGS.com

vertakken zijn bedrijf en vandaag Jim Groep bestaat nu uit een combinatie van 27 afzonderlijke franchises en bevat meer dan 2750 franchisenemers in vier

the front of the letterhead

landen. Jim’s is uitgegroeid tot een Australische leider in franchising en is een van de meest bekende namen in het bedrijfsleven Australië. Sinds het begin heeft de oprichting van een aantal nieuwe franchises resulteerde

This is much cleaner and the structure of it is really quite nice, also tryed the above pattern but don’t really like it.

Architect Gérard Siero Ecological Architect & Academic

Gérard Siero

5a Teague Street, Burswood, WA, 6100

+61 417950061

AGS.com Design@AGS.com

151

06/08/2011

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

Briefing, Site analysis and Planning, Design and Documentation, Consultant coordination, Negotiations and Approvals, Contract Administration. The Client had attended one of my Solar House workshops for the WA Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing seam sheeted roof. Between 700 and 800 people visited the completed house on Sustainable House Day 2009. Due to the boom, builders were not available or too expensive, so I assisted the client through owner building, including sourcing trades, additional detailing, programming and on-site problem solving, over a period of 18 months. The final cost was approximately $100,000 below the best builder price. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap.

Architect Gérard Siero Ecological Architect & Academic

the front of the letterhead

Gérard Siero

5a Teague Street, Burswood, WA, 6100

+61 417950061

AGS.com Design@AGS.com

Definitely too top heavy, Also noting that Gérard will be printing these at home so the print can’t run to the edge of the page due to his printer.

06/08/2011

5a Teague Street, Burswood, WA, 6100

Briefing, Site analysis and Planning, Design and Documentation, Consultant

06/08/2011

coordination, Negotiations and Approvals, Contract Administration.

5a Teague Street, Burswood, WA, 6100

The Client had attended one of my Solar House workshops for the WA Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing

Peg Shadforth

seam sheeted roof. Between 700 and 800 people visited the completed house on Sustainable House Day 2009. Due to the boom, builders were not available or too expensive, so I

“PELOHA” - Bermed Solar Hemicycle House

assisted the client through owner building, including sourcing trades, additional detailing, programming and on-site problem solving, over a period of 18 months. The final cost was approximately $100,000 below the best builder price. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met

Briefing, Site analysis and Planning, Design and Documentation, Consultant

de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te

coordination, Negotiations and Approvals, Contract Administration.

het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het

versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren,

The Client had attended one of my Solar House workshops for the WA

consistentie, beleidslijnen van de Gemeenschap. The Client had attended one of my Solar House workshops for the WA

Sustainable Energy development Office. A semicircular, earth integrated, passive

Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council.

solar house was briefed and successfully negotiated through Council.

Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes

Construction features concrete filled masonry walls, structural steel window

for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to

wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led

a change from a roof garden on concrete to a custom-made standing. +61 417950061

www.AGS.com Design@AGS.com

to a change from a roof garden on concrete to a custom-made standing seam sheeted roof. Between 700 and 800 people visited the completed house on Sustainable House Day 2009. Due to the boom, builders were not available or too expensive, so I assisted the client through owner building, including sourcing trades, additional detailing, programming and on-site problem solving, over a period of 18 months. The final cost was approximately $100,000 below the best builder price. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap.

Architect Gérard Siero Ecological Architect & Academic

+61 417950061

www.AGS.com Design@AGS.com

the front of the letterhead This is much better, Nice and clean too which I think links well to the whole sustainable side, as it just isn’t as heavy, also less ink and it would be a B&W print. Also the second page if Gérard prints more than a page is the same layout without the logo and the headline/subheading & obviously when ever this finishes gets the signature at the bottom. The text also runs as far as one line above the contact information.

153

the back of the letterhead In terms of the back of the letterhead Iâ&#x20AC;&#x2122;m still quite unsure as the contrast of the orange is really really nice and itâ&#x20AC;&#x2122;s also something personal as GĂŠrard is Dutch, though I just put it together on the right with the coloured and orange and that actually compliments each other really well so perhaps that could be worked into the design with the both of them bouncing off one another.

06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

Architect Gérard Siero Ecological Architect & Academic

+61 417950061

www.AGS.com Design@AGS.com

155

06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

Architect Gérard Siero Ecological Architect & Academic

+61 417950061

www.AGS.com Design@AGS.com

06/08/2011

5a Teague Street, Burswood, WA, 6100

www.AGS.com Design@AGS.com

the letterhead 06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

So with the letterhead the idea is that Gérard hardly sends these out and when he does it needs to be professional clean and make an impression. The Idea here then is to have clean and minmal content with interesting backings. The idea is then that Gérard can mix up various backings to these pages to fit the content that he is sending, whether that is two colour backings and one orange or vice versa.

Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap. Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing.

+61 417950061

www.AGS.com Design@AGS.com

But before these are finished I have a few more changes, Firstly I think the backings probably don’t need the logo as they’ll be backing the contents pages which have it on them anyway. Secondly the orange pages should be different from the coloured ones, as in orange be the broken up image and colour the full image. And that should do it, Also the orange may need a white border as gerad would be printing this at home and i don’t think his printer goes to the edges...

157

06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

Architect Gérard Siero Ecological Architect & Academic

+61 417950061

www.AGS.com Design@AGS.com

06/08/2011

5a Teague Street, Burswood, WA, 6100

www.AGS.com Design@AGS.com

06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

New additional idea for letter head

solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing seam sheeted roof. Between 700 and 800 people visited the completed house on Sustainable House Day 2009. Due to the boom, builders were not available or too expensive, so I assisted the client through owner building, including sourcing trades, additional detailing, programming and on-site problem solving, over a period of 18 months. The final cost was approximately $100,000 below the best builder price. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap. Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing.

+61 417950061

www.AGS.com Design@AGS.com

the letterhead Okay so I’ve made the previous refinements but then during this as I was playing with colours (I was starting to think that perhaps the orange was too harsh to be seen as friendly, and also I didn’t want to limit the brand to one colour) but what I consisdered was that Gérards houses are designed for their environment and throughout the year, not just summer but winter and autumn and spring, so why not play on this and introduce a colour for each season but then also have the same photographs if not similar of the houses in these different seasons. This truely shows the interest and thinking behind Gérards Architecture and the connection his work has with the environment not only in terms of the physical land and animals but also the weather of that region.

159

06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

Architect Gérard Siero Ecological Architect & Academic

+61 417950061

www.AGS.com Design@AGS.com

06/08/2011

5a Teague Street, Burswood, WA, 6100

www.AGS.com Design@AGS.com

summer colour, 06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

With shots of the houses capturing the blue sky in the background, much like the photo to the left of this text with the pot.

for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing seam sheeted roof. Between 700 and 800 people visited the completed house on Sustainable House Day 2009. Due to the boom, builders were not available or too expensive, so I assisted the client through owner building, including sourcing trades, additional detailing, programming and on-site problem solving, over a period of 18 months. The final cost was approximately $100,000 below the best builder price. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap. Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing.

+61 417950061

www.AGS.com Design@AGS.com

161

06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

Architect Gérard Siero Ecological Architect & Academic

+61 417950061

www.AGS.com Design@AGS.com

06/08/2011

5a Teague Street, Burswood, WA, 6100

www.AGS.com Design@AGS.com

autumn colour, 06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

With shots showing the colour change in the follage around the houses, could do shoot this on a day with a few clouds hanging around.

seam sheeted roof. Between 700 and 800 people visited the completed house on Sustainable House Day 2009. Due to the boom, builders were not available or too expensive, so I assisted the client through owner building, including sourcing trades, additional detailing, programming and on-site problem solving, over a period of 18 months. The final cost was approximately $100,000 below the best builder price. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap. Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing.

+61 417950061

www.AGS.com Design@AGS.com

163

06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

Architect Gérard Siero Ecological Architect & Academic

+61 417950061

www.AGS.com Design@AGS.com

06/08/2011

5a Teague Street, Burswood, WA, 6100

www.AGS.com Design@AGS.com

spring colour, 06/08/2011

5a Teague Street, Burswood, WA, 6100

Peg Shadforth

“PELOHA” - Bermed Solar Hemicycle House

With shots showing the colour change of follage around the houses and could also introduce more colour in these photos too via objects or other parts of the houses.

Day 2009. Due to the boom, builders were not available or too expensive, so I assisted the client through owner building, including sourcing trades, additional detailing, programming and on-site problem solving, over a period of 18 months. The final cost was approximately $100,000 below the best builder price. Ik geloof dat de doelstelling zal worden met het merkimago te versterken met de cohesie binnen de vele franchises van de groep bijwonen, terwijl Jim’s te versterken en bijgewerkt Jim de groep van het merkimago. Om dit te doen van het gebruik van een overkoepelende strategie nodig zullen zijn. Er is ook het geval van de vaststelling van specifieke problemen of potentiële problemen; Beperking van het logo, zichtbaar Australische, verenigingen en herinneren, consistentie, beleidslijnen van de Gemeenschap. Sustainable Energy development Office. A semicircular, earth integrated, passive solar house was briefed and successfully negotiated through Council. Construction features concrete filled masonry walls, structural steel window wall with low e glazing and louvres, earth berms for thermal mass, earth pipes for summer cool air supply, timber doors, highlights and bay window, structural plywood ceilings and a conical arc roof. Predatory prices from concretors led to a change from a roof garden on concrete to a custom-made standing.

+61 417950061

www.AGS.com Design@AGS.com

165

the business cards//

167

Intriguing, space, form, geometric, modern

Gérard Siero

Ecological Architect & Academic

Gérard Siero

Ecological Architect & Academic

5A Teague St, Burswood 6100, WA

A 5A Teague St, Burswood 6100, WA

+ 61 (0) 8 9361 4097 + 61 (0) 417 950 061

H + 61 (0) 8 9361 4097 M + 61 (0) 417 950 061 E siero.architect@telstra.com

siero.architect@telstra.com #1126

#11980

Archicentre Accredited Architect #1126

#11980

the business card

Gérard Siero

Ecological Architect & Academic 5A Teague St, Burswood 6100, WA

+ 61 (0) 8 9361 4097 + 61 (0) 417 950 061

siero.architect@telstra.com

Moving on with one of the previous sketched ideas the business card was simple, keep it stripped back and structured nice and clean. Not to mention try and get something around the curve so that it becomes more interesting. Through these refinements I got to the two on the right, though the logo is a bit too much here so that may be worth introducing onto the other side and the other side needs something anyway so that should work nicely.

169

GĂŠrard Siero

Ecological Architect & Academic A 5A Teague St, Burswood 6100, WA H + 61 (0) 8 9361 4097 M + 61 (0) 417 950 061 E siero.architect@telstra.com

#11980

#1126

Archicentre Accredited Architect

the business card Looks good in print but needs some refinements, Number one the back logos can be closer but distance the second number from the logo. Kerning of all info needed, Also website isnâ&#x20AC;&#x2122;t on the card so that needs to go on. Lastly obviously the stock would be thicker and recycled stock. and also should colours be introduced?

GĂŠrard Siero

Ecological Architect & Academic

H + 61 (0) 8 9361 4097

M + 61 (0) 417 950 061

GĂŠrard Siero

Ecological Architect & Academic A 5A Teague St, Burswood 6100, WA

W AGS.com

H +61 (0) 8 9361 4097

M +61 (0) 417 950 061

E Info@AGS.com

W AGS.com

E Info@AGS.com

Archicentre Accredited Architect #1126

#11980

#1126

Archicentre Accredited Architect

#11980

A 5A Teague St, Burswood 6100, WA

the business card Refinements made, also website added and aligned to Phone numbers, The other main refinement was to the back off the card by right aligning the information. My only thought from here is whether it should have some colour introduced.

171

Gérard Siero

Ecological Architect & Academic

M +61 (0) 417 950 061

W AGS.com

E Info@AGS.com

#11980

H +61 (0) 8 9361 4097

Archicentre Accredited Architect #1126

A 5A Teague St, Burswood 6100, WA

Gérard Siero

Ecological Architect & Academic

M +61 (0) 417 950 061

W AGS.com

E Info@AGS.com

#11980

H +61 (0) 8 9361 4097

Archicentre Accredited Architect #1126

A 5A Teague St, Burswood 6100, WA

Gérard Siero

Ecological Architect & Academic

M +61 (0) 417 950 061

W AGS.com

E Info@AGS.com

#11980

H +61 (0) 8 9361 4097

Archicentre Accredited Architect #1126

A 5A Teague St, Burswood 6100, WA

Gérard Siero

Ecological Architect & Academic

M +61 (0) 417 950 061

W AGS.com

E Info@AGS.com

#11980

H +61 (0) 8 9361 4097

Archicentre Accredited Architect #1126

A 5A Teague St, Burswood 6100, WA

the business card I could bring the colours into the design, but I don’t really want to have to have four cards printed as it would just cost more and there should be other ways to solve it rather than having to print four cards.

173

Gérard Siero

Ecological Architect & Academic A 5A Teague St, Burswood 6100, WA

W AGS.com

E Info@AGS.com

Gérard Siero

Ecological Architect & Academic A 5A Teague St, Burswood 6100, WA

Info@AGS.com

Archicentre Accredited Architect

#11980

W AGS.com

M +61 (0) 417 950 061

#1126

+61 (0) 8 9361 4097

#1126

Gérard Siero

Ecological Architect & Academic A 5A Teague St, Burswood 6100, WA H

+61 (0) 8 9361 4097

W AGS.com

M +61 (0) 417 950 061 E

Info@AGS.com

Archicentre Accredited Architect

#11980

M +61 (0) 417 950 061

#1126

H +61 (0) 8 9361 4097

Archicentre Accredited Architect

GĂŠrard Siero

Archicentre Accredited Architect H

+61 (0) 8 9361 4097

W AGS.com

#11980

A 5A Teague St, Burswood 6100, WA

#1126

Ecological Architect & Academic

M +61 (0) 417 950 061 E

Info@AGS.com

GĂŠrard Siero

Ecological Architect & Academic

+61 (0)8 9361 4097

W AGS.com

M +61 (0) 417 950 061

#11980

Archicentre Accredited Architect #1126

A 5A Teague St, Burswood 6100, WA

E Info@AGS.com

the business card Refined it down to this one just above and have printed it out. However looking at it, it feels really cheapened by having the photos. Also the logo is being broken up by the bend as well as the numbers and email.

175

Gérard Siero

Ecological Architect & Academic

M +61 (0) 417 950 061

+61 (0)8 9361 4097

W AGS.com

E Info@AGS.com

#11980

Archicentre Accredited Architect #1126

A 5A Teague St, Burswood 6100, WA

Gérard Siero

Ecological Architect & Academic

+61 (0)8 9361 4097

W AGS.com

M +61 (0) 417 950 061 E Info@AGS.com

#11980

Archicentre Accredited Architect #1126

A 5A Teague St, Burswood 6100, WA

Gérard Siero

Ecological Architect & Academic

+61 (0)8 9361 4097

W AGS.com

M +61 (0) 417 950 061 E

Info@AGS.com

#11980

Archicentre Accredited Architect #1126

A 5A Teague St, Burswood 6100, WA

Gérard Siero

RAIA A+, Ecological Architect

+61 (0)8 9361 4097

W AGS.com

+61 (0) 417 950 061

E Info@AGS.com

Archicentre Accredited Architect #11980

5A Teague St, Burswood 6100, WA

#1126

the business card So now this is the finished card, There needed to be some difference introduced into the card from each side, but we also didn’t want to use one of the colours as we didn’t want to give preference over one. So we decided to use the black as the website is going to be run in black as well so at least this relates.

FINISHED!

177

back of the letter head Okay so we know there are two types of backings to the letterheads that gerard can choose from. These will all be pre-printed so that he can just print onto the other side, This stock will obviously be a recycled stock and also a little heavier at about 120-170gsm. We have now structured these in two ways, these coloured pages are all close ups of nature, such as plants, leaves and bark. These can then be run in any of the four seasons colours, Though over time we will better structure these to highlight certain plants for that particular season. At the moment we can use things like the leaf litter for autumn and florals for spring etc. These photos that are being used are repeated here on the right so that you can better see them.

179

back of the letter head The other set is now these and this is the main change. This was due to the fact that Gerard felt for one that when dealing with a client there isnâ&#x20AC;&#x2122;t any need to show another one of his houses, but also the design of these houses or at least the philosophy behind them has changed since, so it better makes sense that landscapes be shown that capture the relationship that Gerards houses have with the environment. Seeing as these are no longer the houses these photos will too try and apply themselves to the seasons with clouded covered landscapes being used in winter and dry hot days for summer and sunsets and brown follage images for autumn,

181

Landscape shots These are all the landscape shots I have at the moment and gerard will be able to select from these once they are created in templates, and obviously the doubles and bad ones are taken out.

183

website//

185

187

Website Development The Grid system being used is developed to allow for four columns of text and is based off the size of the logo, so essentially the site is 8 logos wide plus gutters. This standard size will also fit to most screens as this is based off a 13â&#x20AC;? screen and many these days are more than that.

the website uses a black background as it actually uses less electricity and in doing so is more eco friendly.

189

Website Development Structure of the website sticks to the sketches pretty strongly, the main process here was to figure out a way to have the logo applied, this was solved by sitting the logo within a white box which allowed it to sit off the black (soft gradient) background. The Homepage is simply the logo, tabs and slideshow summary. The slideshow has six slides to it and these are three houses and three landscapes, these can be continually updated over time though. This slideshow would also have a fade between the images rather than a slide or imidiate change.

191

Website Development From here the refinements have been the introduction of the mobile and email to the top area so that it is on any page, so no matter what you can always get the contacts really easily. The other refinement is the tabs using lowercase rather than all uppercase and this is to make it that little bit more friendly.

193

Website Development Refinement of the projects page was primarily looking at the years and how they should be constructed. The balance was trying to achieve enough difference for them to stand out or stand back so that the user could understand how it was being structured from year to year. In the end the plain grey was chosen as it suited the rest of the website the best.

195

Website Development When one of the projects are selected they get taken to the page about that specific project. For all of them it is a one page with a slideshow of images of the building/job. In the refinements here it was more so figuring out how to run the text/copy without it becoming to heavy. After a while the introduction of the heading into the image was used and this was later applied to other pages that needed or had headings.

197

Website Development The About section and the News sections were constructed very easily as a result of the other pages having already been made. As a result consistency was carried across except for the four columns used to carry the information. The application of the headings were also added.

Website Development The news feed would work similar to a blog, Gerard can update and add new stories as he needs and these may be updates on a build or project or about upcoming events that he would suggest attending. For this the update would enlarge just as the projects enlarge to their own page. Each update would then run with a slideshow or a still one image and the text would run bellow just as in the projects.

199

Website Development The last page is the Contact information which is run at the base under the still shot of gĂŠrard. The information is also given small icons to make it a little more friendly and also help define what each is for. This page is also run with the heading similar to the other previous pages. As for refinements here, they were primarily establishing the icons and the arrangement of this informations: left, right, center....

201

203

All stocks are Fsc certified, they are recycled stocks and anything that is outsouced for print (business cards and back of letterheads are printed with vegetable inks) letterheads will be on a matte stock of 170gsm. business cards are also matte and on a recycled stock. The business cards will be bent by being placed between two metal sheets that gerard will have at home. A case will also be designed and made. The reason we donâ&#x20AC;&#x2122;t mind them being bent is for one they can techniqually flatten out to fit in a wallet but also how many people would continue to carry around an architects business card.

205

the rationale// The design Gérard Siero is an Ecological Architect whether that be through working on actual buildings, urban plans, landscapes or through giving lectures and seminars. What Gérard needed was a solid Identity that could represent him as not just himself but what he does as a professional.

this typeface then modernised it, bringing the name towards the ‘Architectual’ feel it needed and that was produced by the 5 by 5 letter construction which produced a very balanced, geometric and structured result and which was finished in a solid rectangle to give it the presence it needed.

Through the research It became aparent that a solution that focused on the ecological side of design was not needed and what Gérard would benefit from was to be seen as a Professional and Credible Architect who also happened to design sustainable houses. Through this the design solution focuses on the idea that a sustainable house need not look like a sustainable house. This was very important as commonly people associate something sustainable or eco as less beautiful or ‘designer’ and even can be seen as cheap. This is why it was important that the design challenged this myth or steriotype about sustainable design.

The business card

The logo The design solution starts at the Logo, which needed to be something that took Gerards name and gave it something to stand by, so that it wasn’t just a name but rather a brand in which he could build upon and market himself with. The logo needed to be something that immediately said I am an expereienced Architect, I am Credible, I am professional, and also I work with geometry, shapes and space. Through this the logo was born using a specificly designed Typeface using slab serifs, varying stroke widths and a more elongated cap height. The typeface communicates professional, academic and experience. The application of

The Business card was the next selling point for Gérard It needed to be eco friendly but needed to immediately show that Gérard was different from any other Architect, It needed to cause other people to think too and be intrigued. The business card is produced in a recycled stock using vegetable inks, remember we want to be eco but not visibly, the design is then very modern and plays with space, structure and shapes. As a result the final business card has the bend in it which causes a very intriguing result, it may stand up, it may lay dow and it always looks interesting from different angles. It also captures the light in really interesting way. Immediately intriguing to anyone who recieves it. This concept is what we were talking about and this being a first point of contact with most clients is one of the best opportunities to take advantage of that. In the end the business card provides the necessary information that it needs to in a structured and clear way, but more importantly it is Intriguing, Interesting, Causes you to stop and think and is all about architecture from the side of space, shape, contour and forms.

The letterhead

The website

Moving to the Letterheads, now Gérard doesn’t ofetn send out letters to clients, as obvioulsy it can be a waste of paper unless necessary that the information is printed. For these rare times Gérard needed to reinforce his connection with environment whilst keeping the communication clear, structured and professional. This was solved by producing a two sided letterhead. One side being clear and structured which could contain any and all copy and the other showing Gérards connection or Gérards Architectual connection with land, place and the environment this is why the introduction of the landscapes and aspects of plants and plantlife were used. These then were also brocken into four sections, or seasons; Summer, Autumn, Winter and Spring. This was produced through the semiotics of colour and the combination of photographs which would help create a better understanding of what was going on. Now I realise that many may not realise what is going on here as they would receive them unfrequently but if ever one were to ask they would receive and interesting answer. So as you may have guessed these would all be pre printed on a recycled stock of 170gsm and Gérard would just need to load his printed with the correct season colour and images of his choice and he could then just print the other side with what ever new copy he had.

Now I better wrap this up quicly so the website. The websites focus is to be structured and easy to navigate. It needed to adhere to the brand whilst providing extra information on Gérard and his work. A few design aspects of the website that make it really sucessful is the use of many slideshow images which show off the work Gérard has designed as this is often the first part of information people want to see, the next is the small contact information which is run on every page just in case, so they don’t even have to go to contact if they so wish. The next is the structure of the projects which is clearly brocken down into their linear years. lastly it’s keeping the site eco by running it in black which is more sustainable as it uses less electricity, as well as using things like carbon offsetting hosts such as ‘Host Papa’.

and overall In summary the design solution used for Gérard Combines to produce the best viable brand Gérard needs to move his business forward, it also allows him to grow whether he wants to consult and teach more or he wants to just practice. The design solution communicates that Gérard is a thinker, he’s experienced, professional and credible within his field. It focuses on geometry, shape, space and form and lastly It clearly says sustainable design doesn’t have to look cheap, dull or un-designed and rather that you can have something be beautiful and interesting that at the same time is actually sustainable and will give back to you over time.

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