Cradle To Cradle

I have recently been researching cradle to cradle design http://www.mcdonough.com/cradle_to_cradle.htm. Conceived by Michael Braungart a bio chemist and William McDonough an architect and designer, it is described fully and more eloquently than I can, here on Wikipedia http://en.wikipedia.org/wiki/Cradle_to_Cradle

As I understand it, it is an approach to design in all its forms, a new way to approach industry and commerce and overall the way humans live and do business on the earth. It embraces the natural, and sites natural systems as it's inspiration.

Consider the cherry tree: thousands of blossoms create fruit for birds, humans, and other animals, in order that one pit might eventually fall onto the ground, take root, and grow. Who would look at the ground littered with cherry blossoms and complain, How inefficient and wasteful! The tree makes copious blossoms and fruit without depleting its environment. Once they fall on the ground, their materials decompose and break down into nutrients that nourish microorganisms, insects, plants, animals, and soil. Although the tree actually makes more of its product than it needs for its own success in an ecosystem, this abundance has evolved (through millions of years of success and failure or, in business terms, R&D), to serve rich and varied purposes. In fact, the tree?s fecundity nourishes just about everything around it. What might the human built world look like if the cherry tree had produced? (Cradle to Cradle, M Braungart and W McDonough)

With regards specifically to product design it considers the full life cycle of products. Most products are designed with a cradle to grave philosophy, at the end of a product's useful life we throw it 'away'... but there is no away. Valuable metals and minerals are lost to landfill, gone forever, at best providing no benefit to nature and at worst poisoning soil and water supplies. Toxic chemicals are used in everyday items in our homes and offices. They not only are released as the product degrades so effecting us, they make hazardous waste when we decide to get rid of the product.

The current mantra of reduce, reuse, recycle only goes part way to addressing the issues we face today. It implies a strategy of business as usual... and a philosophy of being 'less bad', we can carry on doing harmful things but just do less of them! The major problem with this is that products that were not designed to be recycled in the first place are very hard to disassemble, process and reassemble. By combining natural and man made materials and using harmful chemicals to do so it makes it very difficult to separate the products after use. In stead of things being recycled into products that are of equal quality they are downcycled into inferior quality items, until they are once again put into landfill.

The current messages of environmentalism based on guilt and fear, although born out of a desire to reverse the current degradation of the natural environment, have only gone so far to achieving their aims. We are told that we have destroyed our planet and climate change will kill us all and destroy earth as we know it. Although there is obvious misgivings for which western consumerist society is responsible for. The current media, government and in some cases environmentalist message does little to instill the positive mindset needed to address these problems. Radical thinking, positivity, collaboration and imagination are needed so that we may conceive a world where humans live in harmony with nature and perhaps even positively enhancing the world.

“We can't solve problems by using the same kind of thinking we used when we created them.” Albert Einstein

Cradle to cradle advocates design that not only aims to combine form and function. It seeks to positively enhance the life of people and the natural environment. It is not so much about reducing consumption as re thinking it. I believe that cradle to cradle is a case in point for the prophecy of the eagle and the condor. Western technology, science and intelligence coming together with indigenous spirituality, philosophy and intuition once again. http://www.mtnmath.com/condor.html

It is a practical tool that is achievable, economically viable and with a little bit of effort ready to be applied. The technology in many cases exists and with more support can be created. If commercial, social and political will exists this is a wholly positive and progressive solution that can satisfy our want for economic growth while connecting us with the natural world once again.

“Intellectuals solve problems, geniuses prevent them.” Albert Einstein

Here are some examples of packaging that have adopted the cradle to cradle approach, http://spcdesignlibrary.org/items/index

Stories and Design

All change!
Change is good I am told, I hope so because I have changed my company name to Raconteur Design. This one will be around for a good while I feel. For a long time I have felt that there is a strong connection with story telling and design. Not just in the sense of the back of pack story although that is a part of it. Good design tells a story. Historically humans from all cultures have told stories as a way of passing on information and creating deep cultural bonds. On an individual level we all tell stories every day. We tell ourselves stories, we tell others stories. We are a collection of stories, our stories are what define us. We use story telling to connect with those around us to impart on others our unique vision of the world.

Robert Fulford in the Triumph of Narrative says "Stories are how we explain, how we teach, how we entertain ourselves, and how we often do all three at once. They are the juncture where facts and feelings meet. And for those reasons, are central to civilization."

Companies tell stories. If money is not the sole motivator for enteprise, what other 'thing' motivates a company. What pushes this hero past the antagonist, the hardship, little red riding hood's wolf? As Joseph Campbell would say, they are "following their bliss", reaching for their holy grail. These stories engage on a deep unconscious level, they speak to the part of us that connects us all as human, they talk about humanity in all it's nuances.

The process of design is in itself a story, where the client represents the story to be told and the designer, a storyteller. I say a story teller rather than the story teller, as we all tell stories and companies are responsible for telling their story in so many ways, design is just one way. The art of design is visually capturing and telling a story in an instant. "Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact." — Robert McKee

For a story to be compelling it must be many things. It's got to have relevant and personable characters - people you believe in and can identify with. It's got to have an engaging narrative that takes you on a journey. And it has to be told in a way that captures your attention. All three of these parts must be well thought out, and resonate with truth and sincerity. Then a story will be listened to, learnt from and retold to others. It will bind communities and create culture.

I am a story teller. The type that went from place to place, gathered people in the square and transported them, inspired them, woke them up, shook their insides around so that they could resettle in a new pattern, a new way of being. It is a tradition that believes that the story speaks to the soul, not the ego... to the heart, not the head. In today’s world, we yearn so to ’understand’, to conquer with our mind, but it is not in the mind that a mythic story dwells. —Donna Jacobs Sife

Stories talk the language of humanity. They create cultures and identity, with stories go pictures. Icons and imagery created by diverse cultures through time speak directly to the unconcious and bring a culture's story to life. So design is a way of telling a culture's story. It represents that culture, it unites it and translates it's view of the world to anyone who cares to listen.

The design Raconteur

I'm back! We have now returned to the UK and I am now living on a narrowboat between Bristol and Bath. A lot of time has past and I have continued to ponder on what the role of design is and how it shapes my practice of it. I have been thinking a lot about story telling recently and it's role in design. I have registerd the company name of Raconteur design, because I feel strongly that storytelling holds the key to succesful meaningful design. I am not completely sure how yet on a process level but feel it instinctively. More thoughts to come I hope...

Smile. Resistance is futile.

I sit here now looking down at my chest and see the word Smile emblazoned across it. It is faded now as the T-shirt makes up one of a limited amount I packed in my backpack to take on my trip to New Zealand, where I still am 2 years later. I still love it though, particularly when I forget I am wearing it and get a big smile from a random stranger in the street :)The T-shirt is made by Howies and is made of organic cotton... Hooray! Howies started trading in 1995, a part time business selling politically minded biking T shirts. The business grew in an ad hock hap hazard way always driven by obvious passion for mountain biking and the natural environment. Highly creative engaging design sits at the heart of Howies and has helped to define and carve their vision and in some cases inspired their business. The telegraph recently sited Howies as 6th on a "survivability index" which looks at businesses likely to weather the recession storm. So how did a small company started in a flat become so well loved? From that same article:

Howies has attempted to build a brand that sells an idea as much as it does clothes, Rupert Eastell, head of retail at BDO Stoy Hayward, said. “Howies, in particular, is creating something the customer comes back to time and time again. It is creating a community and is much cleverer about the bits around the edges than competitors.” he said.

The community that Hayward speaks of is key to a small brand's success, arguably any brands success. By using political slogans on their T-shirts which act as a brand beacon they give a voice to a community, and you can be part of it just by wearing one of them. The slogans are slightly subversive but not militant, always executed with wry humour of a British or maybe Welsh brand, they are accessible. They give the wearer a sense that they are part of something a bit 'underground', and you don't need to be into mountain biking or skating to be in the club. The designs do not follow strict visual brand guidelines and although there are many visual similarities in the branding they are more made into a family by the tone and spirit they adopt. You might argue that the logo itself is indistinct and lacks personality, but it is more a mark that says things should be simply put, no spin. It also acts as a blank canvas allowing a certain freedom in applications that other more 'visually distinctive' brand marks may not allow. Take for instance the Point Of Sale units designed by Carter Wong A brilliant piece of branding born out of solid guiding brand principles.

Sloganed T shirts are of course not the only product Howies sell, they pedal (excuse the pun) far more classic leisure items, that have a timeless quality about them. Like Patagonia their business ethics are based on truly sustainable principles concerning both the environment and the people that work for them. There is a naive quality that comes from Howies, adding to the sense that we are all in it together and that everything is far from perfect but with an intellectual optimism, we will endure, harmonise and more importantly enjoy.

Do good brands v Brands that do good

In times of economic doom and gloom it is an easy call to lighten the mood by linking your brand to a good cause. Cause related branding such as buy red is on the increase. While there is no doubt that they do some good by raising awareness for a cause providing cash donations. I can't help but think that ultimately this is a selfish act. For example, for every sale of the red ipod, Apple donates just $10. The good association and boost in sales is worth a bit more surely. Also how deeply to consumers engage with these causes? There is a danger that they are merely fashion statements, another band to wear around your wrist. Easing social conscience but not affecting radical changes in opinion or action. In short they stand for a shallow way to do good.

On the other hand we have brands that do good. Brands that are inspired by a desire to generate profit to help people and the environment. Of course there are charitable brands, and they have the most sincere of approaches and powerful brands. It makes me wonder why anyone would buy an alternative to products such as suncream produced by the cancer society or pet food from the RSPCA (something I'd like to design).

There is another type of brand that does good. Brands like Patagonia and Frank water use business as a means to wholy support a cause. As a result they have a single minded powerful brand which communicates to consumers in a heart felt engaging way. Frank water exists because they "help fund clean water projects" water for water, as simple as that. Wouldn't it be great if all brands were as focussed and inspiring, and consumer choices as proactive.

Why Inside Out ?

As you can see I have changed my blog title from Odd One Out to Inside Out. This is not a shift in attitude or direction just a better expression of the values I am honing for my company. Odd One Out was representative of me, and the way I feel about myself as a designer and a general throw back to the feeling that I feel well, a little like the odd one out! Inside out is more reflective of my approach to design. Take what is on the inside of a brand/company and slap it right on out there plain as day for all the world to see. Great design is only as great as the company behind it. Clear and heart felt brand values create strong briefs, which in turn generates great design.

A brand like Patagonia...

Patagonia are a California based outdoor equipment manufacturer. On the surface of it, a not hugely exciting or world changing proposition. Wrong, this company is as progressive as they come. It's founding member Yvon Chouinard could be considered an environmental entrepreneur. He established his company to 'use business to inspire solutions to the environmental crisis.' He found his passion in climbing when he was a young man. It was Chouinard's chrome-molybdenum steel pitons that first gave him the taste for environmental business. He sold them to other climbers out the back of his car to fund his prolonged climbing adventures. He established Patagonia in 1965 and by 1970 they were the largest supplier of climbing hardware in the U.S. Today they produce climbing gear and clothing along with surfing and general outdoor equipment. All items are born out of the principle of creating items that cause 'least harm to the environment'. He describes it as 'clean' equipment. Clean in terms of the design and manufacture process and the way that the items interact in the environment.

So being as Yvon Chouinard and Patagonia are one of my heroes of business, I want to asses whether or not I feel that they communicate what they are about effectively. Words and phrases on their website like clean, environmental activist, real difference, freedom, respect, support, bare footed, organic, slow growing, risk, soul, reflection, functional and friends all bring resonance to their brand values. Overall I would surmise that they are a progressive company who are about commitment to the wild world. Commitment to wild spaces and people in equal measure. They underline these values in their company tag line, "committed to the core". Because they are committed to the wild world they strive to protect it so it may be enjoyed by future generations. So do they walk their talk? To evaluate this effectively we need ask only one question. Is every aspect of the company inspired by and true to their core values? As a checklist we look to three key areas:

Product - Is what you sell a true product of your core set of values?

Operations - Is the way that you run your business truly reflective of your core values?

Communications - Are you communicating your core values effectively to others?

Product and Operations: This is best summed up by Patagonia (obviously!) in their 'Environmentalism: What we do', section of their website

"Our definition of quality includes a mandate for building products and working with processes that cause the least harm to the environment. We evaluate raw materials, invest in innovative technologies, rigorously police our waste and use a portion of our sales to support groups working to make a real difference. We acknowledge that the wild world we love best is disappearing. That is why those of us who work here share a strong commitment to protecting undomesticated lands and waters. We believe in using business to inspire solutions to the environmental crisis"

So if we assume that this statement is true, and I don't see anything to suspect the contrary, their product and processes truly reflect their values of commitment. Commitment, on their own part, to the cause of protecting the wild planet. Also a commitment to spreading the word of environmentalism to others. You buy a Patagonia product and you truly buy into a way of life and a mental attitude as well as a bloomin great rucksack.

So in my opinion, does Patagonia effectively communicate their commitment to wild spaces? They definitely do, by what they say; They admit they are not yet perfect (100% sustainable) in their product and manufacturing processes, but express a deep commitment to improving them. They are committed to the people that work for them by offering liberal amounts of compassion and inspiration. They are committed to the cause of effecting change through business and so have a raison d'etre.

Do their values translate visually? Their human and environmental policies shine out like a lighthouse. Active wear made by a committed company for similarly committed individuals out there in wild spaces doing what they love. The website is illustrated with images of people doing extreme activities. They have ambassadors for their products, hardcore individuals who have gone above and beyond the barriers that would have had us lesser mortals running for cover. They are images that show people with a level of commitment necessary to achieve great things.

Patagonia through its verbal and visual communications sets itself up as a 'committed leader' which in turn inspires dedicated followers. This is in contrast to a company like Timberland who have adopted the role of 'guardian' - We take care of it, so you don't have to. When you buy a Timberland product you do so to support their responsible processes, it's a more one way relationship. A brand like Nike on the other hand has adopted the role of the 'motivator', they give strength to their followers to be the best they can be.

The Brand Mark:
Does the Patagonia logo simply and confidently communicate their commitment to the wild world? The brand's namesake Patagonia, has many truly wild spaces. It is also under threat from a lot of environmental concerns that echo the woes of our planet. In the logo we see a foreboding set of black mountains that do speak of wild spaces and the risk one takes when venturing into them. But that sky, that dawn, it is inviting and exciting. It has a true optimism about it, just like the company. It talks about the commitment to creating a brighter tomorrow. in its styling it is reminiscent of South American textile design, so giving it a back to nature authentic feel.

The font chosen for the Patagonia brand name is classic but a little left field. It looks in congruent with the mountain silhouette behind it. The mountains themselves are badly drawn with a thick heavy key line that forgets the dawn of more enlightened brushes in Illustrator. You might say that the logo itself could do with a refresh, a bit of love and respect paid to it. You could also argue that it's slightly clunky appearance is representative of the raw aspects of nature and a slightly devil may care attitude, setting it apart from the multitude of slick big corporate logos. Overall I would conclude that Patagonia fulfils its aim of inspiring people though action and effectively communicates their commitment to wild spaces. I would say though, that some of the styling in the logo is a bit tired and could do with just a bit of attention to gently coax it into the 21st century and the brighter - with Patagonia's and its followers' help - future beyond.