NRDC PUBLIC SERVICE ANNOUNCEMENT CAMPAIGN LEED NEIGHBORHOOD DEVELOPMENT
RYAN KEEL
CONTENTS Project Brief
3
Word Associations
4
Moodboard & Inspiration
5-6
Concept Development & Ideation
7-8
Finished Design Solutions & Applications
9-15
PROJECT BRIEF
AND GOALS
Project Brief: Creating a visual language system for an advertising campaign based on an issue recognized by the Natural Resources Defense Council (NRDC). I will create a series of 3, sequential print advertisements that would appear in a magazine, a landing page for a web site with a call to action supporting the cause, a poster and various other applications. LEED for Neighborhood Development is a project promoted by the NRDC, USGBC(United States Green Building Council), and the Congress for New Urbanism to create a set of rational standards for green neighborhood development. The new standards have the potential to have a profound effect on the environment and quality of living in those communities. These standards follow a model that has been used for over a decade to certify green building, as a part of a program called LEED (Leadership in Energy and Environmental Design). Citizen’s guides were published in Spring 2010 to encourage development within existing communities in a number of ways. Developments are graded based on their ability to create a better alternative to suburban sprawl and its association with deforestation. Here are a few examples of the criteria: -Whether or not a development is create by re-using existing resources (old building, empty lots, etc.) and building at a close distance to existing communities and infrastructure -Reducing the need to drive by locating projects within a reasonable walking distance to reliable public transit stops and by implementing other elements that make it easier for people to use alternatives to motor vehicles (bike lanes, wider sidewalks, etc.) -Compact Development Strategies to conserve land by building closer together without making the residents feel overcrowded, which may be done by building around public squares, parks or gardens
LEED NEIGHBORHOOD DEVELOPMENT
WORD ASSOCIATIONS
Sustainability Green Building Public Transportation Subway Train Bus Walking Bicycling Emissions Alternatives Compact Development Housing Parks Gardens Smart Growth Conservation Suburban Sprawl Deforestation Farms Trees Wetlands Streetscapes Public Squares Conservation
Environment Recycling Construction Re-Construction Renewable Resources Efficiency Environment Compost Transit Stops Lighting Traffic Structure Protection New Improvement Change Preservation Consumption Organic Space Planning Wildlife Protection Guidelines Standards Leadership Preparation Certification Location Proximity Wastewater Ecological Communities Neighborhoods Suburbs Cities Operation Maintenance Natural Resources Shade Trees Natural Light
Floodplain Avoidance Education Restoration Habitat Biological Network Communication Automobile Dependance Priority Site Design Housing Jobs Parking Footprint Management Vicinity Affordable Active Accessibility Outreach Involvement Production Reduction Adaptation Minimize Solar Power Wind Power Pollution Heating Cooling Waste Management Materials Emission-Free Filtration Ventilation Rainwater Collection Graywater Recycling Energy Solar Panels
COLORS SCHEME & REFERENCES MOOD BOARD & INSPIRATION
Community Problems PROBLEMS IN COMMUNITY
ENVIRONMENTAL ENVIRONMENTAL DESTRUCTION DESTRUCTION
LONG LONG COMMUTES COMMUTES
WASTED WASTED SPACE SPACE
SUBURBAN SUBURBAN SPRAWL SPRAWL POSSIBILITIES COMMUNITY COMMUNITYFOR POSSIBILITIES
ENERGY ENERGY ALTERNATIVES ALTERNATIVES
SMART SMART GROWTH GROWTH
ENVIRONMENTALLY ENVIRONMENTALLY CONSCIOUS CONSCIOUS
PUBLIC PUBLIC TRANSIT TRANSIT
CONCEPT
DEVELOPMENT AND IDEATION
At this point, I’ve moved into the initial phases of designing my advertising layouts, which would be the basis for the rest of my campaign. I did a number of sketches and developed them as a series that could work together, while keeping typography in mind, to create clarity in my message. I worked with various compositions, styles and taglines before moving on to the refinement stages.
NT DEVELOPME TRUCTION S E D T U O H WIT
TION CONSTRUC TRUCTION DES WITHOUT HOW YOU CAN HELP
1
1
2
IN YOUR OWN HOME
2
1
HOW YOU CAN HELP
Air ventilation techniques can conserve energy and costs
IN YOUR COMMUNITY 1
Commercial projects are located within proximity
Energy alternatives can reduce our ecological
2 footprint; consider solar
3
and wind power
4
3
3
Water can be conserved through special irrigation systems and low-flow fixtures
4
Eco-friendly materials are available for everything from
4 paints and varnishes to flooring and insulation
6
5
5
Cut down electric bills through conservation methods, including Energy Star appliances and the use of CFL light bulbs, and efficient window treatments
6
Minimize waste by recycling and by purchasing recycled or recyclable products, like cabinetry or furniture
Utilize public transportation and transit alternatives
2 to one another and to public transit stops
Smarter development gives an easy route to points of
3 interest and is designed with innovation in mind
Help build public spaces for
4 the community, including
accessible parks and gardens Utilize and re-use existing space within community,
5 rather than expanding to
5
6
destroy wildlife, such as forestry or bodies of water Develop residential areas and housing to have a comfortable
6 amount of space, without wasting the space
Learn more about LEED-Neighborhood Development:
Learn more about LEED-Neighborhood Development:
www.usgbc.org/leed/nd/
www.usgbc.org/leed/nd/
TATION TRANSPOR STRUCTION E D T U O H WIT
3
2 1
HOW YOU CAN HELP ON THE STREETS
1
Location of housing and commercial projects in proximity to public transit Utilize public transportation
2 as an alternative to driving
Tree-lined streets encourage a safer environment to walk
3 in and encourage drivers to slow down, resulting in fewer car accidents
Wider sidewalks can eliminate
4 congestion and make it easier
4
to walk in the community
Establishing a car sharing program with hybrid-electric vehicles and encouraging
5
5 carpools can cut back
on road congestion and eliminate emissions
6
Adding Bike lanes can encourage an alternative
6 to motor vehicles by giving
bikers a safe space to travel Learn more about LEED-Neighborhood Development: www.usgbc.org/leed/nd/
After refining my sketches and working towards a design solution, I got into Illustrator with a combination of styles in mind for each illustration. My plan was to represent the possibilities for neighborhood development in a way that can be done in any neighborhood. The call to action is meant to elaborate on what individuals can do to help in their own homes, in transit and with their neighbors. We are at a point where people are already aware that we need to be “greener� in our every day lives, and some of those people are actually looking for a way to do something about it. For those willing to participate, these advertisements will tell them howeasily they can do it.
Finished Design
Solutions and Applications These advertisements would be implemented into magazines aimed on a target audience of college students and recent graduates. These people may be moving or preparing to move to new communities for their prospective careers, and may be looking for a way to go “green� and get involved. The design is created to educate them on how easily they can accomplish that goal.
u o y s d e e n ure m m u n i ty
Your eclpoconstruct a greener fut to h
what can you do Assist in the construction of public spaces, such as parks and gardens Encourage transportation alternatives, such as walking, biking or public transportation Utilize methods to conserve resources, such as energy and water, and work to minimize waste in your home and your community Help to re-use and develop existing spaces and structures, this eliminates the need to expand outward and destroy surrounding wildlife Gear your own home to comply with "green" building standards, while being cost-efficient
LEARN MORE AT: www.usgbc.org/leed/nd/
I began to incorporate the style and message of my magazine advertisements into other deisgns for specific situations. The poster can be applied in various situations throughout suburban and urban areas to encourage action in their communities. A billboard could continue that message into an urban situation where people are looking for a way escape the crowd or to get out of traffic. For this, the billboard can convince them to get involved in the development of public places, such as parks or public gardens.
www.usgbc.org/leed/nd sg /l /le nd
ity mun p m o c l Your your he s Need
At this stage in my design process, I continued to apply the visual identity system I’d developed for the NRDC campaign to various mediums and forms of advertisements. The landing page was developed to be the prime source of information stemming from the public advertisements. I created an attractive t-shirt design to associate with the idea of assisting your own community, which may be given away at events that would advertise the practices described for neighborhood development.
LEEDORHOOD DEVELOPMENT NEIGHB
EM RATING SYST
ACTION PLAN
EDUCATION
s
SAMPLES
HOME
NRDC NRDC does things that affect a lot of other things
COMMUNITY ARCHITECTS & COMMUNITY PLANNERS MEMBERS Stuff about how architects and community planners can improve upon existing cities or how they can start smarter development plants that take better care of the environment and make for more affordable situations
Stuff about what community members can do to improve in their homes, on the road and with other community members
LEEDORHOOD DEVELOPMENT N EIG H B
RATING SYSTEM
ACTION PLANs
EDU CATION
SAM PLES
HOM E
NRDC NRDC does things that affect a lot of other things
ARCHITECTS & COMMUNITY PLANNERS Stuff about how architects and community planners can improve upon existing cities or how they can start smarter development plants that take better care of the environment and make for more affordable situations
COMMUNITY MEMBERS Stuff about what community members can do to improve in their homes, on the road and with other community members
USGBC Words about the USGBC and their mission
USGBC Words about the USGBC and their mission
thank you for viewing
for more information about Leed-Neighborhood Development Please visit www.usgbc.org/Leed/nd