By Tania Kac
I began my career as a traditionally trained graphic designer. I worked at a high-end design firm for 13 years in Berkeley, California. As the years went by, my perception was that Graphic Design as a discipline was self-contained, self-referential and self-indulgent. What do I mean by that? Unlike other designers, such as architects and industrial designers, who read philosophy books and looked to the environment for sources of inspiration and innovation, we graphic designers were often encouraged to leaf through endless Print and Communication Arts magazines for inspiration. As a result, graphic design lagged, disconnected from the world. Why should it be otherwise? After all, nobody would get hurt if a brochure failed to communicate a particular message. On the other hand, if a building fell or a car failed to perform correctly, people would get hurt and even die. Accountability seemed to fuel the thinking process of design that aimed to engage with people and the environment. At the end of the day, graphic designers were consciously or unconsciously trying to impress other designers or focusing on design as an end in itself. It all seemed like a largely egocentric exercise. When I began my freelance practice in 2003, I was still following the same design model to which I was accustomed. In the following 2 years, however, I began to draw personal and professional connections from the world and from my readings. For example, I became more aware of animal welfare issues that were not only directly impacted by my lifestyle but were also affected by my very own professional practice. A common denominator was environmental degradation caused directly by my decisions. As I was studying and reading about sustainability, I realized that I didn’t have to wait for clients to lead the way by requesting a green approach to a project. I could lead the way and trust my clients would follow. I felt a sense of empowerment and I had a renewed sense of respect for my profession. Therefore, it was with trepidation and excitement that in January of 2006 I launched a brand new portfolio website, Designarchy, which advocated sustainable graphic design. For example, the resource page in the website had a small directory of products and services; the monthly newsletters educated clients and the public; the website content included best printing practices; and the pro-bono work benefited organizations that promoted the betterment of people, communities, animal welfare and the environment. The feedback from my clients was all positive and I felt that my environmental concerns were legitimized. Additionally, I put forth many green initiatives: (1) In 2006, I gave 10% off my design services if a client elected to print on recycled paper. (2) In 2006 (until 2008) Designarchy became the first certified green graphic design business in Berkeley, California (Bay Area Green Business Program in Alameda County. This rigorous multi-certification process was site-specific, so relocation to Iowa in 2008 discontinued certification). (3) In 2006 (and since then) Designarchy was certified green by the national sustainable network of businesses called Green America (formerly Coop America). (4) In 2006–2007, Designarchy was certified (and became re-certified in 2011) by Green-e in offsetting 100% of its electricity usage. So, 6 years after the original website launched, some revisions have been made and the site has now been redesigned. You can review our 2012 Green Initiatives here and see how important it is for Designarchy to provide graphic design services with a small ecological footprint. I hope all the information is concise and clear. |
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