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Fashionably protecting the world
This is a student project aimed at rebranding Esprit de Corps keeping in mind it’s soul purpose of business and what drives them as a brand.
Esprit’s fun-loving spirit and community driven initiatives inspired this project. The coming together of fashion, nature and social responsibility gets this project going.
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Table of Contents
01 02 03 CHAPTER
_New Identity PAGE 4
CHAPTER
_Visual System PAGE 28
CHAPTER
_New Community PAGE 40
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NEW IDENTITY
New Identity
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01 CHAPTER
_The Company
PAGE 6
_Our Mission
PAGE 8
_ A New Identity
PAGE 12
_Logo Anatomy
PAGE 14
_Logotype Anatomy
PAGE 16
_Clear Space
PAGE 18
_Logo Lockups
PAGE 20
_Sizing Guide
PAGE 22
_Alternate Colors
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_Incorrect Uses
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The Company ORIGINALLY KNOWN AS ESPRIT DE CORPS.
WE WANT TO MAKE YOU FEEL GOOD TO LOOK GOOD
If it’s not inspiring, It’s not Esprit Doug Tompkins, an art and architecture enthusiast and Susie Tompkins, a fashion designer met each other on the way to Tahoe City. After marriage, the couple started a label Plain Jane which was renamed Esprit de Corp. catering to 18- to 24-yearold women. They were known for their employee benefits that made up a fun, creative workplace and produced casual fashions that exuded social awareness. They embraced the social causes and fashions of the city’s active counterculture. Esprit sells apparel and styles to make real people look and feel good while manifesting social responsibilites and sustainability. They addressed relevant issues in their campaigns and make confidence a proud attitude.
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Doug and Susie Tompkins, founders of Esprit de Corp
Esprit’s bright and comfortable fashion for women
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THEY SHARED A PASSION FOR FASHION AND NATURE
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“To inspire y adults to do by being so and environ responsible
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young o good ocially nmentally e.�  OUR MISSION
Esprit de Corp. was more than just a fashion brand where Doug and Susie Tompkins considered their staff as family which gave them a sense of belonging and made work fun. Their aim was to merge their passion for fashion and nature through outdoor recreation, campaigns, sustainable production and good deeds of all kinds.
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A Fresh Look FOR A CONSCIOUS AND SUSTAINABLE FUTURE
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Nature and greenery is a constant reminder of our surroundings and has a revitalizing feeling that spreads positive energy to one’s self and the world around us.
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A New Identity AN ENVIRONMENTAL APPROACH
In order to directly reflect nature and the outdoors, a leaf was an ideal symbol. Different leaves have different meanings however, they all represent life and growth. Forests are a refuge from danger, a source of food, have ancient healing roots, home to wild animals as well as provide us with wood and paper and oxygen. Green leaves depict hope, renewal and revival. The veins of a leaf also show unity and a family. All these characteristics are suitable for Esprit’s new brand identity.
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Monochrome Logo
3-Color Logo
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Logo Anatomy LOWERCASE E WITH A LEAF
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To create a leaf-like logo, first my curves had to be smooth and then the spacing mattered. Bauer Bodoni’s lowercase e had a suitable oval counter which gives it some elegance. And, the veins add the required edginess for a modern brand.
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Logotype Anatomy TO COMPLEMENT THE NATURE-INSPIRED MARK
A Flourished Sans-Serif
The terminal of the lowercase t became a repeating element on the p, r and i to add some movement.
The transformation initiated with an untouched italicised lowercase gotham e and avenir s, p, r, i and t.
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Shaping it out
The 52° angle from the original i’s tittle became the width for all my measurements. Curving off the ends of the letterforms left edges resembling the leaf.
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Logo Clear Space Logotype Only x
x = width of i
1.5 x 0.5 x
0.5 x 1.5 x 0.5 x
0.5 x
0.5 x
0.5 x
0.5 x
Primary 2x
2x
2x
2x
13.5 x
13.5 x
x 0.75 x
0.75 x
2x
3.5 x
2x
2x 2x
2x
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With some needed breathing space around and between the mark and logotype, all the features of the logo will be visible and no legibility or tension issues will be present.
Mark
1.5 x
Logotype
Tag Line
DO GOOD, TO FEEL GOOD
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Logo Lockups FOR PRINT AND DIGITAL
To make sure no parts of the mark or the logotype is unclear or cut off, variations of the logo can be used when necessary. The mark and logotype can exist separately in circumstances where there is minimal space and when the situation asks for it. Ideally the primary version of the mark and logotype should work in most places. An animated gif version of the same lockup will be used in any videos. The tagline will most likely only be included in newsletters and brochures.
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Logo Combinations
Primary/Signature
Secondary
Tertiary
DO GOOD, TO FEEL GOOD
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Sizing Guide NEVER TOO SMALL
The logo size should be altered according to usage. These are basic sizing versions that can be followed for standard printing and web uses. The signature logo will most likely be seen in use the most for which a middle-ranged size of 3 cm looks suitable. This can ofcourse change for larger collateral when needed. 2 cm will be the minimum size so the logotype is still visible and the symbol will be eliminated as the smaller it gets, the blotchier the printing may get within the white gaps. Where the logo can be blown up above 5 cm , it will be nice to include the tag line
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Anything wider than 5 cm can make use of the whole lockup
6 cm
3 cm will be an ideal width to clearly see all the elements 4 cm
Avoid going lower than 2 cm for legibility issues 2 cm
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SMALL SECONDARY
MEDIUM PRIMARY
BIG TERTIARY
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Alternate Colors FOR FUTURE PLANS
The future of Esprit will be planned on the 3 categories Learn, Act and Inspire to expand the brand. The variation in color is to add a friendly feel rather than the greens where it only suggests nature and our environment.
CORPORATE
Greenery PANTONE 15-0343
Kale PANTONE 18-0107
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LEARN
ACT
Island Paradise PANTONE 14-4620
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Primrose Yellow PANTONE 13-0755
Pink Yarrow PANTONE 17-2034
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Incorrect Logo Uses DO NOT PLAY WITH THE LOGO
Minor changes in the logo can contribute to mixed messages and an unclear direction. The logo shouldn’t be experimented with. Here are some ways on how to not manipulate the logo. Do not misuse the logo and make use of it in wrong ways where Esprit loses it’s identity. The logo is a major part of the brand and hence it is imperative to stick to the rules.
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Esprit DO NOT replace the logotype to any typefce of your choice
DO NOT place the mark within a colored circle or any shape
DO NOT stretch the mark to make it fit anywhere
DO NOT apply any effect such as a gradient or shadows
DO NOT outline the logo mark
DO NOT place the logomark on a dark background particularly black or brown
DO NOT add the logo on top of a photograph or texture
DO NOT add the logo on top of any pattern or illustration
DO NOT replace the logotype’s e with the mark’s e
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Visual System
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02 CHAPTER
_Color Palatte
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_Typography
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_Photo Style
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_Business System
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Color Palette THE TOP PANTONE COLORS OF SPRING 2017 WHICH HOLD A SENSE OF EARTHINESS ARE FROM NATURE THAT SURROUNDS US AND RESONATE WITH THE NEW BRAND MISSION
FRESH OUTDOORS ENERGY
Pink Yarrow- PANTONE 17-2034 Tropical and festive, Pink Yarrow is a whimsical, unignorable hue that tempts and tantalizes. Bold, attention getting and the lively Pink Yarrow is a captivating and stimulating color that lifts spirits and gets the adrenaline going.
Primrose Yellow- PANTONE 13-0755 By contrast, Primrose Yellow sparkles with heat and vitality. Inviting us into its instant warmth, this joyful yellow shade takes us to a destination marked by enthusiasm, good cheer and sunny days.
Island Paradise- PANTONE 14-4620 Island Paradise is a refreshing aqua that calls to mind a change of scenery. A cool blue green shade that speaks to our dream of the great escape, Island Paradise is emblematic of tropical settings and our desire to unwind.
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Greenery- PANTONE 15-0343 Bringing forth a refreshing take, Greenery is a tangy yellow-green that speaks to our need to explore, experiment and reinvent. Illustrative of flourishing foliage, the fertile attributes of Greenery signals one to take a deep breath, oxygenate and reinvigorate.
Kale- PANTONE 18-0107 Evocative of the great outdoors and a healthy lifestyle, Kale is another foliage-based green that conjures up our desire to connect to nature, similar to the more vivacious Greenery. And, just as we see in nature, this lush and fertile natural green shade provides the perfect complementary background to the more vibrant tones in the palette.
Lapis Blue- PANTONE 19-4045 Conveying even more energy is Lapis Blue. Strong and confident, this intense blue shade is imbued with an inner radiance.
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Hex#: 88B04B RGB: 136.176.75 CMYK: 51.9.88.0 | 23.0.57.31 Pantone: 15-0343 Hex#: F3CF55 RGB: 243.207.85 CMYK: 0.15.65.5 Pantone: 13-0755
PRIMROSE YELLOW
PINK YARROW
Hex#: F3CF55
Hex#: CE3175
RGB: 243.207.85
RGB: 206.49.117
CMYK: 0.15.65.5
CMYK: 0.76.43.19
Pantone: 13-0755
Pantone: 17-2034
KALE Hex#: 60774F
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RGB: 96.118.79 CMYK: 19.0.34.53 Pantone: 18-0107
ISLAND PARADISE
LAPIS BLUE
Hex#: 95DEE3
Hex#: 034F84
RGB: 149.222.227
RGB: 3.79.132
CMYK: 34.2.0.11
CMYK: 98.40.0.48
Pantone: 14-4620
Pantone: 19-4045
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Typography TYPEFACE: RUBIK Rubik’s bold and geometric feel give the brand a friendly and warm feeling.
RUBIK LIGHT- SUBHEADS
ABCDEFG HIJKLMN OPQRSTU VWXYZ12 3456789 0!@#$%^ &*()
Rubik Regular- Body Copy abcdefghijklmnopqrstuvwxyz1234567 890!@#$%^&*()
abcdef ghijklm nopqrst uvwxyz 123456 7890!@
RUBIK MEDIUM Titles
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TYPEFACE: PLAYFAIR DISPLAY Playfair Display complements the body copy with its elegance and its numerals work well for chapter openers
Playfair Display Bold- Numerals
1234567890 Playfair Display Bold Italic- Subheads abcdefghijklmnopqrstuvw xyz!@#$%^&*()
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Photo Style IMAGES THAT SHOW HANDS AT WORK OR A GROUP EFFORT OUT IN NATURE WITH CLOSE-UPS OF PLANTS FOR CONTRAST
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Photo Style THE MACRO SHOTS PUT EMPHASIS ON THE MINUTE DETAILS OF MOTHER NATURE AND ACTIVE SHOTS PROMPT SOME EFFORT
GREEN CARING GENUINE
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Lucila Hernandez, Bay Towers 624 Sutter St., San Francisco CA, 94108
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NEW IDENTITY
New Communi
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CHAPTER
_Extensions
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_Esprit Community
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Extensions NEW IDEAS TO RE-POPULARIZE ESPRIT
LEARN ACT INSPIRE
If it’s not inspiring, It’s not Esprit Implementing events and activities around social and environmental causes will help get young adults interested in saving our planet and start living more sustainably. For a greener and more sustainable living, the initiatives will be bright for esprit’s future.
Community Outreach Media Retail Education Well-being VISUAL VISUAL STANDARDS SYSTEM GUIDE
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“Everyone c simple thin a difference every little does count
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can do ngs to make e, and bit really t.” STELLA MCCARTNEY
Sustainable fashion designer
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The Esprit Community
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INSPIRE
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ACT 24
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EN Environment S
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Service EX Experience ED Education PR Product EV Event
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EN EX ED S
Esprit Community Outreach
EN EX ED S EV
1. Green Community Garden 2. Green Sharing 3. Green Harvesting Training Center 4. Green Farmer’s Market 5. Green Plant & Yard Sale 6. Green Clean-ups 7. Green Disaster Relief Camps 8. Green Climate Change Bootcamp EX S PR
Esprit Retail 16. 17. 18. 19. 20. 21. 22.
ED S EV PR
Green Kitchen Green Brewery Green Cafe Green Pantry Green DIY Store Green Eco-fashion line Green Cosmetics
Esprit Media 27. Green Eco-fashion Show 28. Green Recycling Tutorials 29. Green Recycle-zine 30. Green Sustainable Documentaries
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Esprit Education 9. Green Travel Program 10. Green Alumni Meet 11. Green Work Placements 12. Green Apprenticeship 13. Green Mentorship Programs 14. Green Networking Event 15. Green DIY Workshops
EX S EN
Esprit Well-being 23. 24. 25. 26.
Green Spa Green Gym Green Outdoor Recreation Green Cooking Workshops
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ESPRIT COMMUNITY OUTREACH OUTLETS THAT ALLOW FOR LEARNING ABOUT THE ENVIRONMENT AND GAINING KNOWLEDGE ABOUT YOUR CONTRIBUTION TO THE WORLD THROUGH TRAVEL AND EXCHANGE OF EXPERIENCES AND CULTURES
Green Community Garden Members will be allocated garden plots to grow their own fruits, vegetables and flowers. Everyone in the family must plant something which will then become a cultural garden where trade-ins with a new family through games and interactions will help learn about diversity amongst the fresh produce and families.
Green Plant & Trade Sale Amongst neighbors, this yard sale will help families exchange old possessions for home grown fruits, vegetables and herbs.
Green Sharing Grow healthy produce locally and any surplus will be distributed to the needy and homeless in efforts to avoid wastage and provide them with basic nutrition.
Green Clean-Ups Weekly park and beach clean-ups will be organised within different neighborhoods to get more familiar with all areas of the city and the trash will be segregated for recycling and reusing purposes. A picnic prior to the activity will help volunteers to learn about each other.
Green Harvesting Training Center Learn the most efficient harvesting methods by using the newest and most up-to-date agricultural machinery and technology in our custom harvesting, field crops, and precision agricultural programs
Green Disaster Relief Camps A fundraising event will help generate funds for basic aid and tools to help those affected by disaster. Coping strategies through music, dance and art will be taught to ease their trauma.
Green Farmer’s Market Live music and performances from a chosen region will entertain the crowd while food and drinks from that cuisine will be made at stations from the fresh produce and also be available for sale.
Green Climate Change Bootcamps An open forum style of bootcamp where managers, scientists, graduate students, policy professionals, and community leaders come together in person and collectively address important issues they face within today’s climate. It will allow for relationships to be built between local proffessionals.
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Green Sharing involves giving back to the community and helping those who are underprivileged will make good use of excess produce.
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Green Farmer’s Market celebrates that week’s produce and the efforts of the farmers with a lively farmer’s market will elevate the importance of organic food
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ESPRIT EDUCATION OUTLETS THAT ALLOW FOR LEARNING ABOUT THE ENVIRONMENT AND GAINING KNOWLEDGE ABOUT YOUR CONTRIBUTION TO THE WORLD THROUGH TRAVEL AND EXCHANGE OF EXPERIENCES AND CULTURES
Green Travel Program Students get the chance to travel abroad and experience wordly affairs. Our programs fuse academic credit, adventure, culture, and service learning into a transformational experience that can be experienced within winter, spring, or summer break. They learn to tackle issues like floods, water scarcity and nuclear energy for a specific region and support the locals. Green Alumni Meet As a team, alumni get the chance to adventure with each other again around the globe and re-connect through their passion for sustainability by exploring and preserving the world’s natural beauty. Green Work Placements Youth employment programs around the world, which combine in-class core life skills and employability training with real-life on-the-job work placement experience while supporting local communities. Green Apprenticeship An apprenticeship program for youth who are looking to gain a variety of sustainable skills for pressing issues within communities while building a retail management career.
Green Mentorship Programs An opportunity for Alumni to take a new member under their supervision and guide them to act in sustainable ways and find solutions for an ongoing vital cause. Green Networking Event Newly joined members will gain the chance to engage in talk with the professionals form the bootcamp to make contacts for future collaborations. Green DIY Workshops A DIY session to teach members how to make use of everyday objects and trash into recycled art using materials found at home and junk found during the clean-ups. This workshop will provide students with invaluable horticultural knowledge to execute their own terrarium designs be used as gifts or offered for sale to charity.
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Green Work Placements help students earn career opportunities and get well-trained in their areas of interest
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Green Travel Program gives students the chance to travel abroad to underpriveleged areas and learn about different cultures and teach them new skills
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Green DIY Workshops teach inexpensive ways to get creative. A demo of the project will be performed to get ideas and the execution is left to interpretation.
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ESPRIT RETAIL PRODUCTS THAT ECO-CONSCIOUS ENTHUSIASTIS WILL ENJOY HAVING AND EXPERIENCING FROM FOOD TO FASHION
Green Kitchen All of the ingredients in the restaurant are organic as well as authentic when it comes to our own homemade organic sauces like ketchup and ranch. They are mindful of GMO ingredients and said they do avoid them. They raise all the beef, pork, chicken, fowl and grow their own vegetables and herbs. The open kitchen makes cooking interesting and allows guests to interact with chefs.
Green Pantry The pantry will sell all their home grown products at an affordable cost where donations will help in maintaining their farms.
Green Brewery The bar and ceiling are hand-crafted from reclaimed wood and furniture is all bamboo. They are dedicated to making delicious beer using local, artisan and organic ingredients. Their malting process allows for local grains to be used in their beers and they grow their signature premium hops.
Green Eco-fashion line From organic cotton fields, to free range alpaca farms, to low-impact dyes, responsible practices ensure soft clothing. Featured artisans add value with their handdone details to whom proceeds go to.
Green Cafe They are masters at handcrafting micro roasted coffees and grow their own coffee on bio-diverse shade coffee farms which makes them a carbon negative company. Their freshly pressed organic juices and shakes are made using their weekly produce. They help to improve the education, housing, health, and sanitary conditions for workers and their families on every farm where they do business.
Green DIY Store All the recycled creations constructed at the workshops will be on sale here with sustainable decor.
Green Cosmetics Using natural ingredients and others from Certified Organic farms, quality is monitored and waste is limited for their skin care products like lotions, soaps and deodrants. They harness sustainable energy during manufacturing
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Green Eco-fashion line comes from organic cotton fields, to free range alpaca farms, to low-impact dyes, responsible practices ensuring soft clothing.
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The Fern Brewery’s signature premium hops and use of local grains is it’s selling point.
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ESPRIT WELL-BEING FITNESS EXPERIENCES TO FOLLOW AND START BEING MORE HEALTHY AND AWARE OF NATURE AND HOW IT INFLUENCES OUR EVERYDAY LIVES
Green Spa An eco-conscious spa and sanctuary committed to sustainable operations from using eco-sensitive materials and non-toxic paints to recycling greywater for underground irrigation, using skin care products free of carcinogens, depend on solar thermal hot water collectors and serve herbal organic green tea using ceramic cups. Green Gym This eco-friendly gym provides energy-producing equipment where 30 minutes workouts is sufficient to charge your phone and ipad and machines work on solar power. Cleaning supplies are all natural and members gain rewards for workouts that generate more energy. Green Outdoor Recreation Sustainable sports such as sailing, green biking and hiking, surfing, kayaking and snow boarding trips will be organisesd on the weekends. Green Cooking Workshops A hands-on learning how to use local, organic, and wholesome ingredients to make healthy and delicious entrees, soups, breakfasts, and desserts. Discover recipes for amazing organic, vegetarian, vegan, gluten-free, and raw food dishes that are easy to make at your convenience.
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The Green Outdoor Recreation services let outdoor lovers unite and exercise together
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The Green Spa uses natural skin care products and has sustainable interiors
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Biking and Hiking is a fun way to unwind and connect with nature
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The Green Cooking Workshops teach quick and fresh recipes using organic ingredients from your garden or the farmer’s market.
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ESPRIT MEDIA ONLINE RESOURCES AND PROMOTIONAL COLLATERAL FOR CONSUMERS TO WATCH AND LEARN HOW TO PRACTISE SUSTAINABLE LIVING IN THE COMFORT OF THEIR HOME
Green Eco-Fashion Show An outdoors fashion show made from recycled materials, possibly from the DIY Workshops where the creators themselves strut the runway with their eco-friendly and unconventional apparel. Green Recycling tutorials In order to start recycling at home and for it to become a routine, online tutorials will help young adults get started Green Recycle-zine A monthly subscription of ways to start being sustainable and recycling ideas in a simplistic manner using recycled paper Green Sustainable Documentaries A gathering of neighbors in a community to watch sustainable documentaries together and come up with new ideas to implement within their neighborhood after getting inspired from real-life stories
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Green Recycle-zine will give simple and creative ideas to start recycling daily and make create crafts using the magazine paper itself
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“For those of grew up goin the wilds of we got into sense of bea
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f us that ng out into the world, our souls a auty.” DOUG TOMPKINS
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TYPEFACES Rubik Playfair Display SOFTWARE Adobe Photoshop Adobe Indesign Adobe Illustrator
DESIGNER Shruti Ganesan CLASS GR.604 Nature of Identity INSTRUCTOR Hunter Wimmer, Academy of Art University
RESOURCES ESPRIT: The Making of an Image by Helie Robertson unsplash.com pexels.com esprit.com
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