Starting a Sustainable Conversation

Today, more and more designers are hearing clients request that sustainable products and processes be used in their projects. These clients spend extra time, effort, and funds creating a “green” or LEED certified building, not only because of the environmental benefits, but also for the community and long-term economic benefits. For environmental graphic designers, this topic raises many questions:

• How can we be a part of this movement?
• Are we promoting our clients “green” efforts and celebrating their LEED rating?
• How are we integrating Environmental Graphic Design into the overall LEED process?
• Are wayfinding, signage, and interpretive exhibits being incorporated into the “go green” pitch made by architects?
• Are we seeking out ways to use our projects to engage the public-at-large in the idea of sustainability?
• Are we marketing and telling the story of our client’s LEED effort as an extension of their brand?
• Are we working to enhance our projects’ LEED goals?
• How does our role fit into the current state of LEED design?

The most obvious answer to the challenge to “go green” for environmental graphic designers is to specify more environmentally friendly materials and processes. Whether that means specifying mechanical fasteners instead of glue, spending the extra effort to finding materials with recycled content and renewable resources, or sourcing low off-gassing and locally made materials, we should all be focused on taking these small steps towards sustainability in our projects. Small changes can certainly make a difference, but is there a bigger way to make a change? Of course! First, EGD first needs to be viewed as having a critical role throughout the design process. By getting involved earlier in the planning and programming stages, we can work with architects to maximize the building program and space planning for the most efficient use of space and seek out opportunities for integrated wayfinding. But, how can we have an even greater, more long-lasting impact with our work? Is there room for our expertise in the LEED movement?

Let’s start with some background information – In 1998, U.S. Green Building Council (USGBC) created Leadership in Energy and Environmental Design (LEED) to provide a system of standardization for environmentally sustainable construction. Today, the LEED rating systems for New Construction, Existing Building: Operations & Maintenance, Commercial Interiors, Core & Shell, Schools, Retail, Healthcare, Homes, and Neighborhood Development recognizes performance in sustainable site development, water efficiency, energy efficiency, materials and resources, indoor environmental quality, as well as bonus points for the creative process and design innovation.

The last LEED credit, for Innovation and Design (ID), was created to award design teams for exceptional and innovative performance. Points for this credit are awarded for exceptional performance that goes above and beyond the LEED requirements for a given sustainable goal. These credits are evaluated and awarded based on individual projects and can also be awarded in response to innovative programs outside of the reach of LEED standards, such as green housekeeping or low-emitting (low-emission?) finishes. This credit may also be awarded for the development of case studies that serve to inform future designs, or even for educational outreach programs, such as interpretive exhibits or guided tours of the site. The Innovation and Design credit seems to be the perfect place for environmental graphic design to be incorporated into LEED. We can encourage clients to implement exhibits or interpretive trails that highlight the sustainability of their facility/site through outreach and education.

This outreach and education promotes sustainable living to the community at large and has a lasting impact by engaging people in the idea of sustainability and demonstrating, through example, the ways in which people can integrate sustainable strategies into their own lives. Opportunities for interpretation of LEED efforts are abundant. There are the obvious aspects of a building that demonstrate sustainability, but there are many more that cannot be seen unless they are brought to the forefront. For example, the use of a recycled insulation, such as denim. No one would ever know this type of insulation was used in a building unless it is brought to their attention. By calling attention to these sustainable materials and “green” solutions and then further explaining their purpose, the client not only promotes design ecology, but can also get some great PR benefits from their investment.

So, how do we sell this idea to interpret the sustainability strategies of a project to current or potential clients? Typically, when talking about an exhibit, interpretive design, a collateral piece or even a wayfinding system we hone in on the opportunity to “express the brand” or “tell a story.” LEED strategies should not be any different. Clients’ invest in sharing their stories with the public all the time — whether it be about their mission and goals, their place/cityscape, their natural landscape, their culture, or their history. So, why don’t they interpret their impact on the future? What holds them back, is it the cost of doing this or is it that no one has made it clear to them the benefits that this could hold? Obtaining LEED certification takes a lot of time and resources and what does the client receive in return? A plaque for their lobby stating they are LEED certified. Is the cost worth it all? Why not do more with that time and those resources?

One of the best examples of this cost and effect conundrum is the Pierce County Environmental Services Building (designed by Architect Miller|Hull Partnership, Seattle, Washington and Interpretive Designers AldrichPears Associates). In 2003, the Pierce County Environmental Services Building was ranked #2 on the AIA’s list of Top Ten green buildings. They were the only non-LEED certified building to make that list. As we said before, obtaining LEED certification takes a considerable amount of time and resources. There are tests to be run, reports to write and hours of meetings and paperwork. Time and resources equal dollars. In the case of Pierce County, they opted to invest in an interpretive program to promote what they did to meet or exceed the LEED Standards. In this case their money was spent to promote their goals, mission and LEED objectives to the public. They are now able to lead by example, promote sustainability to the public and be recognized for their efforts even without that certification.

By understanding that environmental graphic design can have a place in sustainable buildings and a long-lasting impact on the LEED movement, we hope to be able to look towards the future to better define our role.

• Will LEED accreditation and recognition still be necessary as LEED evolves and becomes more commonplace?
• Will there still be a need and desire to interpret and promote what clients are doing?
• How does EGD involvement follow the trend?

These are all good questions and may be ones we don’t fully have the answers to yet, but this is something all environmental graphic designers must be monitoring so we are not missing a huge opportunity. So, how are you participating and integrating your EGD work into the LEED movement?