2013 Sappi Ideas that Matter grant application submitted by
DESIGN GLOBAL CHANGE
Hartford Art School
University of Hartford
Before the seed there comes the thought of bloom. ~ E. B. White ~
Saving Places, Finding Community In today’s fast-paced world, people long for a sense of community, for connections to one another and to natural places of peace, joy and beauty. Since 1982, the New Haven Land Trust has been steadily satisfying this hunger through a growing network of community gardens, nature preserves, trails, and other green spaces which connect people with one another and with nature. Benefits of these special spaces begin to accrue even in the early planning stages when likely—and unlikely—partners come together around a common purpose. Along the way young and matured citizens discover untapped leadership abilities in themselves and cultivate enduring friendships with others. However, community projects don’t just happen. Great ideas often need help to get them off the ground… Many pieces must come together before cities or towns, non-profits, community activists and volunteers can realize their dreams. All of these elements require intense dedication, creative problem-solving, financial support and long-lasting partnerships. DESIGN GLOBAL CHANGE (Sappi Ideas that Matter 2010 recipient) and nonprofit New Haven Land Trust have envisioned a collaborative undertaking focused on educational awareness, nature conservation and community development initiatives. Sometimes it takes time to nourish and encourage our ideas to grow to fruition. Yet, seeds of hope are always within us, we are committed to sow all the time, the seeds of positive social change. Our seed is hope; the community is joy. Our collaborative goal is:
to nurture the seeds of community
“Dry seeds scatter from my hand into the wind. One clings, as if to say, there is in me something yet to be.� ~ Jeanne Emrich ~
“Whether you tend a garden or not, you are the gardener of your own being, the seed of your destiny.” ~ The Findhorn Community ~
Step 1.1 Design Applicant Name of applicant NATACHA POGGIO Job title ASSISTANT PROFESSOR, VISUAL COMMUNICATION DESIGN FOUNDER, CREATIVE DIRECTOR, DESIGN GLOBAL CHANGE
Name of company / school DESIGN GLOBAL CHANGE [HARTFORD ART SCHOOL]
Address NATACHA POGGIO HARTFORD ART SCHOOL 200 BLOOMFIELD AVE.
State
CONNECTICUT
City Zip
WEST HARTFORD 06117
Phone number 860.768.5558 (Office) 650-776-6899 (mobile) Email address natacha@designglobalchange.org How should the applicant be listed for publication? as COMPANY: DESIGN GLOBAL CHANGE
We are a creative think tank that uses design thinking to provide positive solutions to communities in need (we work in education, environment, wellness and health issues). We are a multidisciplinary group of students and alumni from the Hartford Art School at the University of Hartford. We create social change from the bottom up.
designglobalchange.org
Step 1.2 Non-profit Organization
Name of non-profit NEW HAVEN LAND TRUST Address 315 PECK STREET D10
State
CONNECTICUT
City Zip
NEW HAVEN 06513
Phone number 203-494-9370 (mobile) Email address catherine.bradshaw@newhavenlandtrust.org How should the applicant be listed? as NONPROFIT: NEW HAVEN LAND TRUST Brief history of the organization: Name of non-profit contact Catherine Bradshaw The New Haven Land Trust is a 501(c) 3 and is supported by the Community Foundation for Greater New Haven, the City of New Haven and individual donors.
New Haven Land Trust Tax ID # 06-1063389 IRS letter of determination enclosed.
Since its founding in 1982, the New Haven Land Trust has worked, through its Community Gardening Program, to meet the needs of individuals by providing the requisite land, organizational and physical tools, and agricultural education, so that individuals can increase their self-sufficiency and supplement their livelihoods by growing food. What is the nonprofit’s mission?
“The New Haven Land Trust is a nonprofit organization dedicated to land conservation, environmental education and community vegetable gardening in New Haven.” The Trust currently maintains seven preserves (60 acres) with a variety of habitats: shore-front, salt marsh, and river bank and trap-rock ridge. In addition, the Land Trust manages the Community Vegetable Garden Program that provides land, technical assistance and supplies to over 50 community vegetable gardens.
Who does it serve? The New Haven Land Trust serves three simultaneous needs: 1) fulfilling individual’s interest in and necessity of accessing healthy, locally grown food; 2) providing the opportunity for individuals to preserve natural spaces and to learn how to use organic gardening techniques to increase their self-sufficiency and economic vitality; and 3) revitalizing and beautifying neighborhoods by facilitating community-building and transforming unused land plots into vibrant community gardens. Currently, NHLT facilitates over 50 community gardens throughout the New Haven, CT area, which serve over 500 gardeners and community members. Although the NHLT’s gardens are located in multiple neighborhoods, many of them provide vital sustenance to economically disadvantaged individuals. For those who may not have access to the land and tools necessary for gardening, the program provides vital relief and assistance. Over half of the NHLT’s gardens are located in neighborhoods with primarily economically disadvantaged populations; in addition the NHLT’s gardens provide immigrant populations, as well as those new to New Haven area, with the ability to grow foods of different cultural origins. During the summer months, families in these neighborhoods rely on food from gardens as a stable and consistent part of their diet, and share surplus food with other residents in need. The NHLT facilitates the creation of food-sharing networks through provision of vegetable seeds and plants, as well as the use of land for community gardens.
“Even the smallest landscape can offer pride of ownership not only to its inhabitants but to its neighbors. The world delights in a garden.... Creating any garden, big or small, is, in the end, all about joy.� ~ Julie Moir Messervy ~
Step 2: Proposed Grant Request Title of project: Nurturing the seeds of community In 2012, Design Global Change helped New Haven Land Trust redesign their visual identity. For 30 years, this communitydriven organization has been working with a myriad of images as a logo (owl and butterfly for nature preserves, watering can for gardens), but no strong identity system had emerged to integrate the land preservation with community gardening and environmental education—which are all the focus of the organization. DGC members visited some of the nature preserves and community gardens, took photos and sketches, and then developed proposals for a new visual identity that would combine NHLT’s areas of influence. The logo chosen showcases a closeup view of a community garden (with shovel and radish) in the foreground, a glimpse of wildlife in the mid-ground (a crane sitting on the bridge at Long Wharf Nature Preserve), and a city skyline in the background (representing the urban environment in which this nonprofit operates). Given that NHLT dedicates a large amount of their operational budget to serving the needs of disadvantage populations in New Haven through their community garden program; there is not much left to develop new visual communication materials (such as stationery, updated educational brochures and signage for their community gardens and preserves). project proposal GOAL: For the Ideas that Matter grant, we propose a major renovation of the visual communication materials aim at educating the community about land preservation and urban farming, as well as adding a much needed wayfinding redesign to one of their most visible nature preserves (Long Wharf). These are the materials we propose to develop:
- printed collateral: • informational brochure
Used at events where NHLT has informational booths, it will give an overview of their work with land preservation/ community gardening/ environmental education. The brochure would include a detachable membership/donation form.
• self-guiding nature preserves - inserts
Distributed at events, as well as in informational kiosks at each preserve, these inserts will introduced the public to wildlife and vegetation typical of each preserve, also reinforcing the importance of conserving nature in an urban setting.
• environmental education materials - flyers + stickers
Distributed at events where participants sign up for clean ups, these will provide educational info about urban farming, composting, what is/what isn’t good in their neighborhood and how that affects the food, water, and sources people rely on.
- Wayfinding: • community gardens signage:
Most community gardens have one sign stating that it is a NHLT sponsored garden (with a phone number to contact for information). These signs predated the widespread use of the Internet so the website isn’t listed. A few gardens have the garden’s name on the signs (e.g.; Grand Acres Community Garden) but most just identify them as NHLT gardens. Hence, there is a need to update these signs to include the new identity, typographic system and NHLT website’s URL.
• nature preserves signage:
Each of the preserves has some old looking signage produced over two decades ago. These signs need some serious update to reflect the changing habitats of these locations. These habitats include tidal wetlands, coastal upland forest and grassland, traprock ridge, riparian forest and fresh water wetlands. The signs will highlight the wildlife and fauna encountered along the trails. For the purpose of this grant, we propose to redesign the wayfinding and signage for:
Long Wharf Nature Preserve
A grassland and a small woodland dominated by tall Cottonwood trees, almost all the result of natural seed dispersion. The tidal wetland and dune area accreted over the 50 years since I-95 was constructed. At low tide, the preserve encompasses approximately 15 acres, from mud flat to dune to salt marsh to upland.
Step 3: elements of your proposal How does this project support NHLT’s mission? Our project aims to support the mission of the New Haven Land Trust by promoting land conservation and environmental education (with quality designed educational materials and wayfinding signage at the nature’s preserve) as well as raising the visibility of the community gardening in New Haven by applying NHLT’s new visual identity to the signs at each garden. Who is the target audience? Due to the nature of the nonprofit organization —and our project deliverables covering community gardens as well as one of the nature preserves— the audience is very broad, and it encompasses the citizens of Greater New Haven as well as casual visitors to the Long Wharf Nature Preserve. NHLT’s Community Gardening Program has served over 800 individuals from throughout New Haven area, by providing them with the necessary tools and knowledge to grow their own food as well as share it amongst economically disadvantaged neighbors. NHLT also conducts community outreach campaigns to attract new gardeners and community volunteers. Moreover, neighbors learn about the value of healthy food, exercise, and physical labor, so that they might live healthier lifestyles. By providing these individuals with the requisite resources needed to participate in and/or start new community gardens, the NHLT increases community buy-in and investment into their physical and communal landscape and transforms dilapidated lots into sustaining enterprises. This, in turn, has a revitalizing effect on the community, encourages communication between neighbors, and provides incentives to participate in other community revitalization programs. With regards to the land preservation and environmental education, the NHLT provides educational workshops and guided tours for school students who visit the nature preserves as well as the ones attending monthly educational activities in community gardens. How will created materials be distributed? Informational brochures and other collateral will be distributed at events where the NHLT has informational booths. The self-guiding inserts for the nature preserves will accompany the main brochure as well as remain available at kiosks at the entrance of each preserve location. Printed materials such as stationery will be distributed as needed. Environmental education materials will be given to students participating in the Garden Club of New Haven curriculum at the Long Wharf Nature Preserve. There will be a sign installed at each entrance of the community gardens (50). The Long Wharf Nature Preserve wayfinding signage will be installed on site following the panoramic views of the harbor and New Haven’s East Shore near the entrance and loop trail connecting the shore and upland.
Step 3: elements of your proposal Item: Informational brochure Description: Tri-fold brochure with photos and illustrations showcasing NHLT’s nature preserves and community gardens. It will highlight their efforts on promoting land preservation/ community gardening/environmental education. Design Project timeframe: 8 weeks * Paper: Sappi Opus 30 (matte) 80 t Quantity: 4,000 (12” x 9” folds to 4” x 9”, Digital, 2 sides) Cost: $2,400 Item: Self-guiding nature preserves inserts Description: Three different inserts that will be enclosed with brochure, showcasing each of NHLT’s nature preserves. Design Project timeframe: 8 weeks * Paper: Sappi Flo (dull) 80 t Quantity: 4,000 (3.8” x 12” Digital printing, 2 sides) Cost: $1,800 Item: education materials - FLYERS Description: Similar to inserts, these flyers will educate about urban farming, composting, and water conservation to help community gardens thrive. Design Project timeframe: 8 weeks * Paper: Sappi Flo (dull) 80 t Quantity: 1,000 (3.8” x 12” Digital printing, 2 sides) Cost: $580 Item: education materials - stickerbook Description: 90 mini labels (adhesive) bound into a pocket sized StickerBook. A different illustration on each one highlighting the importance of urban farming, healthy food and land conservation. Design Project timeframe: 8 weeks * Paper: durable vinyl with a glossy finish Quantity: 1,800 StickerBooks (each sticker 0.86” square) Cost: $220 Item: community gardens - signage Description: High Quality latex ink, pressure sensitive vinyl applied to Die Bond ferrous metal composite. Price includes installation and hardware components needed. Quantity: 50 (18”W x 12”H, 6 mm, 1 sided) Design Project time frame: 3 weeks Cost: $3,100
Item: Long Wharf Nature Preserve - signage Description: Outdoor signs in durable, graffiti-proof, digitally imaged high pressure laminate (solidified composite, guaranteed for 10 years against fading and weather deterioration). Finish Exterior Matte. Cost includes proofing, and hardware components for new pedestals. Design Project time frame: 12 weeks (1) Large Entrance Sign - 72” W x 35” H (1) Panoramic Sign - 60.5” W x 16”H (4) Plant Identification Signs - 22” W x 34” H (10) Vegetation Signs (1 sided) - 7” W x 5” H production Cost: $8,200 installation Cost: $2,200
subtotal printing Cost: $5,000 subtotal WAYFINDING Cost: $13,500 subtotal PROPOSAL Cost: $18,500 DESIGNER HONORARIUM (10% of total cost): $1,850
total grant request: $20,350 Total projected timeframe: 6 months * Brochure, inserts and flyers to be designed concurrently. Final project completion date: March 2014
“A garden is a grand teacher. It teaches patience and careful watchfulness; it teaches industry and thrift; above all it teaches entire trust.� ~ Gertrude Jekyll ~
Step 3: elements of your proposal SIGNAGE: Large Entrance Sign
Deteriorated (and vandalized) signage welcomes visitors to Long Wharf Nature Preserve. We proposed to have one large sign (without the oval at the top), revising the content so that everything fits within the top larger area. Redesigned signage will incorporate the new NHLT identity.
SIGNAGE: Panoramic Sign
Currently, there are three pedestals without signage located near entrance. We proposed to have just one panoramic sign instead (which we have been illustrating for the new design materials). This long illustration depict various animals and plants and will include interesting facts about them. Visitors can get a better understanding of what the preserve is like during spring and summer even if they do not spot any of the wildlife that frequents the Long Wharf Preserve.
Step 3: elements of your proposal SIGNAGE: Cottonwood Sign Long Wharf Nature Preserve evolved into a grassland and a small woodland dominated by tall Cottonwood trees, almost all the result of natural seed dispersion. We proposed to have illustration(s) depicting the process of seed dispersion ( tiny bits of fluff in the wind as described by the current sign). The text will be bilingĂźal (English and Spanish).
POPULUS DELTOIDES Cottonwood, POPULUS DELTOIDES, is native to Connecticut. It is a pioneer species, one that grows quickly on bare ground with full sun and little competition. Cottonwood is named after tiny bits of fluff attached to its numerous seeds that disperse in the late spring. Cottonwood, POPULUS DELTOIDES, es nativa de Connecticut. Es una especie pionera, que crece rĂĄpidamente en la desnuda tierra con pleno sol y poca competencia. Cottonwood es nombrada diminutos trozos de pelusas conectados a sus numerosas semillas que dispersan a los fines de la primavera.
SIGNAGE: Tall Reed Grass Sign Spreading by underground stems, Reed Grass is extremely common all over the preserve. We proposed to redesign the sign with a photo or an illustration and a brief explanation about it.
Step 3: elements of your proposal SIGNAGE: Identification Sign: Yucca Long Wharf Nature Preserve has several spots where the Yucca (or Spanish bayonet) has spreaded. This East Coast native plant has spiky sharp leaves. The flowers are pollinated at night by a small white moth. Therefore we proposed to redesign the sign with an illustration representing the pollination process. The text will be biling端al (English and Spanish).
YUCCA FILAMENTOSA The Yucca or Spanish bayonet, YUCCA FILAMENTOSA has spiky leaves and is native to the East Coast. The flowers are pollinated at night by a small white moth. La yuca o bayoneta espa単ola, YUCCA FILAMENTOSA tiene hojas puntiagudas y es nativo de la costa este. Las flores son polinizadas por la noche por una peque単a polilla blanca.
SIGNAGE: Small Signs for Vegetation
We proposed to redesign the signs with an illustration representing each of the species marked.
Step 3: elements of your proposal self-guiding nature preserves: inserts
Distributed at events, as well as in informational kiosks available at each preserve, these inserts will introduced the public to wildlife and vegetation typical of each preserve, also reinforcing the importance of conserving nature in an urban setting. We propose detailed illustrations showcasing flora and fauna as it would appear throughout the four seasons (fall, winter, spring, summer). This way, visitors could get a full idea of what the preserve is like no matter what time of the year they visit it. Inserts are meant to be self-guiding tours of the preserves, highlighting the key elements that make them unique.
Right: Goldenrod, aptly named for its showy clusters of yellow owers, is the most conspicuous ower in the late summer and fall. Its nectar provides food for the migrating monarchs and for many other insects.
Design Global Change
: members credentials
Natacha Poggio
Founder, Creative Director, design global change Assistant Professor, visual communication design, hartford art school, university of hartford, ct Natacha is a social impact design strategist and Assistant Professor of Visual Communication Design at the Hartford Art School, University of Hartford, in CT. She develops projects that promote sustainable development and educational awareness of global issues. Her work fosters interdisciplinary, multilevel partnerships that bring positive social change at local, national, and international levels. Having served as a consultant, member, and volunteer to more than a dozen nonprofit organizations, Natacha understands the complexities of mobilizing resources for projects involving community development, arts & heritage, and social justice. She can harness the energy that flourishes at the intersection of these elements, and help these organizations advance ideas—moving them from vision to reality. In 2008, Natacha founded design global change—a design based collaborative of students and alumni, helping communities through service-learning projects. In 2010, Natacha received a Sappi Ideas that Matter grant for a gender equality campaign in India. Natacha has a B.F.A. in Graphic design from the University of Buenos Aires, Argentina and an M.F.A. in Design from The University of Texas at Austin.
NOTABLE GRANTS & RECOGNITIONS 2013 | Project Social Impact, Mentor-in-Residence on Design Thinking and Creativity. 2013 | AIGA (Re)design Awards, International Competition Judge. 2012 | Office of the Provost, University of Hartford ($4,800) Educational Technology Grant. 2012 | Humanities Center, University of Hartford ($1,200) Creativity Fellowship 2011-2012. 2011 | Office of the Provost, University of Hartford ($1,200) Faculty Development Fund. 2010 | Sappi Ideas that Matter ($5,000) Design Global Change created “Bringing girls into Focus,” a gender equality campaign distributed in high schools in India. 2010 | Office of the Provost, University of Hartford ($3,500) Engaged Learning Fellowship 2010 | T he Women’s Education and Leadership Fund, University of Hartford ($10,000) trip to Kenya, in partnership with team of faculty from Sociology, Business and Government. 2009 | S tudent Government Association, University of Hartford ($9,700) sponsoring trip to India for Design Global Change students working with Engineers Without Borders UHa projects. 2009 | G lobal Studio Johannesburg 2009, Project Mentor for design studio sponsored by UN Millennium Project Task Force on improving the lives of Slum dwellers in South Africa. 2009 | T he Women’s Education and Leadership Fund, University of Hartford ($10,000) for Water4India sanitation campaign (partnership with Engineers Without Borders UHa). 2009 | Student Government Association, University of Hartford ($4,800) sponsoring implementation of Water for India campaign.
“I ask not for a larger garden, but for finer seeds.” ~ Russell H.Conwell ~
NATACHA’s HIGHLIGHTS Who is Uncle Tom? 160th anniversary of “Uncle Tom’s Cabin” publication. Designed panels for Harriet Beecher Stowe Center, Hartford, CT; held Mar. 2012–Sept. 2012. Design with the 90%: Cities Global Studio (collaborative), Cooper-Hewitt exhibition, United Nations, NYC; held Sept. 2011–Jan. 2012. Parallel Cases exhibition at the 4th International Architecture Biennale Rotterdam, Netherlands; held Sept. 2009–Dec. 2009.
Designed seven A0 panels for Global Studio’s “Open City.”
Amy Huston Hartford Art School, University of Hartford, 2012 - B.F.A.: Major: Visual Communication Design 2011 New Voices Unique Visions, AIGA Boston, one of six judge’s picks 2011 Alexander A. Goldfarb Juried Student Exhibition, University of Hartford 2010 New Voices Unique Visions, AIGA Boston 2010 Alexander A. Goldfarb Juried Student Exhibition, University of Hartford 2010 CADC Awards, Silver Award 2010 CRRA Trash Museum, work for permanent exhibit 2010 University of Hartford, School of Nursing selected work for public distribution
Jessie Sattler Hartford Art School, University of Hartford, 2013 - B.F.A.: Major: Visual Communication Design; Minor: Art History AIGA Connecticut, Education Director - Student Focus (2012-2013) 2012 Connecticut Art Directors Club Silver & Excellence Award, 2012 AIGA Connecticut Student Scholarship 2012 Connecticut Art Directors Club Student Scholarship 2012 William Wondriska Visual Communication Design Award Most Promising Junior University of Hartford President’s Scholarship, 2009-2013 University of Hartford Dean’s list 2009-2012 University of Hartford President’s honors 2010-2012
Lauren Moran Hartford Art School, University of Hartford, 2012 - B.F.A.: Major: Illustration; Minors: Art History, Printmaking 2012 Helen Cheney Martin Award, Hartford Art School 2011 Elizabeth Capen Senior Scholarship 2011 Regents’ Honors Award for Hartford Art School 2010 Elizabeth Capen Study Abroad Scholarship
DGC HIGHLIGHTS 2010 sappi ideas that matter ($ 5,000) Design Global Change created “bringing girls into focus,” a gender equality campaign distributed in high schools in india.
2009 water for india campaign won 3rd place in the aiga re-design awards 2009, in the category of student social responsibility
2010 doing good:design for global change: curated exhibition of socially conscious design submission at silpe gallery, hartford art school, university of hartford.
Design Global Change previous work samples created by dgc students+ alumni
2010-2011
Made possible by a Sappi Ideas that Matter grant
BRINGING GIRLS INTO FOCUS A gender equality campaign for 500 schools in Haryana, India, that raised awareness of girls’ important roles in society. Teaching aids include a set of 30 cards used by teachers to trigger conversations about gender issues (depicting Indian men and women in various roles, collecting water, farming, selling goods, studying, playing sports, doing lab research, even becoming Prime Minister) and a guidebook with advice on effective mentoring these female students —to encourage them to further pursue their interests. The cards aim to mirror the context of rural India and suggest more alternatives to the roles traditionally performed by women. Developed for Navjyoti India Foundation.
COLLECTING WATER
In rural india, girls as young as eight years old collect water, walking over 4 miles daily
do not settle for less than you deserve
UNIVERSITY STUDENT
highlight is placed on the individual girl who
university student (reverse text)
achieves her aspirations. at the same time,
families who send their children to
inclusion of the family is mentioned to get
universities give them the chance to get the
their support and encouragement.
best and fulfill their destinies.
COMPUTER ENGINEER
abheypur high school girls picking their favorite cards roles
boys usually mention that their dream job is to work with computers in the city (delhi)
navjyoti india foundation regional director sharing her impressions of gender quality cards
male role cards attracted the attention of abheypur men from different ages
village council leader reviewing gender equality cards prototypes, january
2010
Design Global Change previous work samples created by dgc students
2010
NONVIOLENCE MURAL 2010
The mural elaborates on The Kingian Principles of Nonviolence promoted by Dr. Martin Luther King Jr., with special attention to principle #2: “The beloved community is the frame work of the future.�
Design Global Change previous work samples created by dgc students
2009-2010
ALCOHOL PREVENTION CAMPAIGN
campaign targets high school boys, encouraging them to be smart and not waste their time, money and reputation by getting drunk, january
2009
translator asking high school boys about banner concepts, january 2010
WATER4INDIA 2010 SANITATION CAMPAIGN
page from the cleanliness and wellness booklet for primary school, january 2009
translator asking girls about sanitation booklet illustrations, january 2010
Design Global Change previous work samples created by dgc students
2009-2010
KENYA 2009 AFYA KWANZAA (WELLNESS FIRST) CAMPAIGN campaign targets health, nutrition, sanitation, hiv prevention, women empowerment, august 2009
BOIL YOUR WATER BEFORE DRINKING.
clean water kanga designed by dgc student kasia gawkowska, 2009
PROMOTIONAL FLYER FOR FUND RASING
STRENGTH IN NUMBERS
DESIGN GLOBAL CHANGE
DESIGNGLOBALCHANGE.ORG
women emporwerment kanga designed by dgc student kristi grice, 2009
kristi grice’s kanga prototype presented to women villagers in kenya, august 2009
Design Global Change previous work samples created by dgc students
2008-2009
WATER4INDIA 2009 SANITATION CAMPAIGN campaign conveyed the concepts of sharing, respect and cleanliness. a
mural, banners, t-shirts and coloring books were created for abheypur’s primary girls school, january
2009
translator asking girls about sanitation booklet illustrations, january 2010
BE CLEAN AND SHARE BANNERS, DESIGNED BY DGC / WATER4INDIA TEAM, 2009
Design Global Change.org
“ The best is yet to be.� - Robert Browning