1: engage like minds
Consider these numbers:
- The NYC school system is the nation's largest, with over 1.2 million young minds.
- 850,000 styrofoam trays get trashed in NYC schools everyday; stacked, that’s almost 9 times the height of the Empire State building.
- If we were to recycle the paper in NYC schools for one year, we could save around 400,000 trees. By the time our City’s MillionTreesNYC trees are planted, our schools could save millions.
That is our goal in partnering with Educating Tomorrow through desigNYC.
Founded in 2007, after realizing there was no recycling in most NYC schools, Educating Tomorrow set out to help teachers and the next generation learn to grapple with environmental dilemmas and find innovative solutions. desigNYC’s mission is to amplify the work of extraordinary NYC nonprofits by connecting them with the power of good design. And making a positive impact on our city through design is part of our core mission. This collaboration is an "arranged marriage" of like minds.
The project will develop in 2 phases, with Phase 1 including an identity and temporary stop-gaps to the current website, to engage teachers in Earth Day events. Phase 2 will see a new site, in conjunction with Rubenstein Technology Group, launching for the 2011-12 school year. We'll be chronicling the process here.
2: assess the landscape
Before working with us, people often ask, "How does it work?" and "What does the process look like?" As we begin, it looks like this, together in face-to-face dialogue, discovering the backstory.
Whether working with an individual or a group, our steps are the same:
Whether working with an individual or a group, our steps are the same:
- Understand the How, What and Why. We begin by asking questions to get at how you approach your work. How you think, move, react, engage. What you do. Not what your title or product is, but what do you really do for others, for society, for yourself. And, ultimately, why you do it. What drives the actions, the goals, the day-to-day experience. What stays constant even as things evolve?
- Map the plans and paths for growth, to understand what is sustainable.
- Distill what's truly unique within the greater landscape. For Educating Tomorrow, this landscape includes the worlds of education, environment and NYC not-for-profits all competing for common support, while seeking to build a community of leaders.
3: distill the message
Key messages provide a benchmark for all communication decisions.
By starting with a clarified message, each element of the brand language works together to articulate what's essential. For Educating Tomorrow, their current messages were distilled to the two-pronged nature of their work, their spirit of engagement, and the unique advantage of working from within the school system.
KEY MESSAGES: TEACHER-FOCUSED • ENVIRONMENTAL (growth/balance) • ON A CONTINUUM • AN ACTIVIST • A CATALYST • A COMMUNITY OF MANY
MISSION STATEMENT:
Educating Tomorrow believes that the future begins in our classrooms.
By connecting teachers to teachers, as well as broad resources, we create a community of catalysts using environmental curriculum to teach the next generation. By working towards zero waste within our schools, we make a quantifiable difference towards institutional change. We are many, teaching many, for an exponentially better tomorrow.
By starting with a clarified message, each element of the brand language works together to articulate what's essential. For Educating Tomorrow, their current messages were distilled to the two-pronged nature of their work, their spirit of engagement, and the unique advantage of working from within the school system.
KEY MESSAGES: TEACHER-FOCUSED • ENVIRONMENTAL (growth/balance) • ON A CONTINUUM • AN ACTIVIST • A CATALYST • A COMMUNITY OF MANY
MISSION STATEMENT:
Educating Tomorrow believes that the future begins in our classrooms.
By connecting teachers to teachers, as well as broad resources, we create a community of catalysts using environmental curriculum to teach the next generation. By working towards zero waste within our schools, we make a quantifiable difference towards institutional change. We are many, teaching many, for an exponentially better tomorrow.
4: design the visual language
And then, from the point of clarity, the visual work begins.
First up, logo: a visual analogy for the work and the messages. From five concepts, three were narrowed and are currently being considered by the core team.
First up, logo: a visual analogy for the work and the messages. From five concepts, three were narrowed and are currently being considered by the core team.
The first concept uses a tool to capture the process of educating in the classroom and the earth. 
The second speaks to the future, where a small band of many supports a strong whole. 
The third reflects the forward momentum of change by these advocates for the big "E." 
Feedback just arrived. Check back for where it goes from here...
5: refine the visual language
Round 1 feedback leads to new iterations:
It was a huge moment for the Educating Tomorrow team to see visual interpretations of their mission. Looking at their identity options in the first presentation, it was inspiring to hear them talk about how a new visual presence would help them reach more teachers and kids. To push us forward, they wanted to see variation in color to make the eco message more obvious and to explore looser, less regular shapes to underscore their organic, grass-roots growth.
Round 2 feedback leads to a final logo:
The power of many concept and the energy found in the clustered dots resonated strongly for Educating Tomorrow. But as a grass-roots community in the age of social media, the need for a strong single mark outweighed the attraction to a logotype. The final solution emphasizes the E that represents Earth, Energy and Education, in a mark that can stand alone as an avatar, on a button or as a t-shirt graphic. Customized type is bold and friendly.
It was a huge moment for the Educating Tomorrow team to see visual interpretations of their mission. Looking at their identity options in the first presentation, it was inspiring to hear them talk about how a new visual presence would help them reach more teachers and kids. To push us forward, they wanted to see variation in color to make the eco message more obvious and to explore looser, less regular shapes to underscore their organic, grass-roots growth.
The favorite from ROUND 1, we enhanced with organic dots and a more varied color palette. 
A new direction emerged inspired by broadcast symbols and catalysts. 
These two ideas became even stronger together in this logotype based on the power of many. 
Round 2 feedback leads to a final logo:
The power of many concept and the energy found in the clustered dots resonated strongly for Educating Tomorrow. But as a grass-roots community in the age of social media, the need for a strong single mark outweighed the attraction to a logotype. The final solution emphasizes the E that represents Earth, Energy and Education, in a mark that can stand alone as an avatar, on a button or as a t-shirt graphic. Customized type is bold and friendly.
The final logo
6: expand & apply the tools
The new website encourages and quantifies engagement, builds community and holds a library of resources to help teachers teach green. [In development by Rubenstein Technology Group for an early 2012 launch]
Special thanks to GSB, Inc. for their generous in-kind printing of Educating Tomorrow’s business cards.
To maximize impact and minimize waste, the cards unfold to double as a brochure, with a perforated panel to tear off and pass along.
Special thanks to GSB, Inc. for their generous in-kind printing of Educating Tomorrow’s business cards.
To maximize impact and minimize waste, the cards unfold to double as a brochure, with a perforated panel to tear off and pass along.
New(s) & Notable
Our work with Educating Tomorrow is desigNYC's Project Spotlight
desigNYC Annual Exhibit Features our Work with Educating Tomorrow
Our work with Educating Tomorrow is desigNYC's Project Spotlight
desigNYC Annual Exhibit Features our Work with Educating Tomorrow
Define
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Brands emerge.
Products launch.
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Opportunities arise.
Boundaries blur.
Priorities shift.
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Evolve
Technologies advance.
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