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“We wanted to position ourselves apart from the ...
32 FEATURE STORY BLAH BLAH 33 Design to the rescue A FEW MONTHS AGO the Marking its footprint learn how to cut back on their emissions, company signed up with Project or, gain my business back. In an industry Andromeda; a self-proclaimed proﬁt- down as one of like ours, word of mouth can go along orientated company with a twist. It way.” offers like-minded businesses a no- Australia’s ﬁrst Yet, involvement with their new call- nonsense approach to tackling climate positive to-action partner doesn’t stop there. environmental problems with Corlette has designed the Project emphasis placed on positive solutions - studios, Corlette Andromeda icon and is actively both ecological and economical. networking the new project to clients, Corlette Design is in fact the ﬁrst Design is certainly suppliers and colleagues. graphic design business in Australia to taking an innovative “I wanted the logo to be instantly partner up with the project, which keeps recognisable and Robert and I liked the tabs on businesses’ carbon footprint. step forward. idea of using weather symbols to portray So, what is a carbon footprint and how does a company become climate Larissa Meikle climate. I also wanted something that had longevity and could be easily placed positive? investigates. on products such as business cards to “Basically, it refers to the amount of ofﬁce chairs,” she explains. carbon emission a person or business Keeping in mind Clarke’s brief, the produces. Corlette Design is discovering icon was not to come across as a negative it’s economically advantageous for climate change warning. companies to cut back on emission consumption, in the Surry Hills studio. “We wanted to position ourselves rates,” Project Andromeda founder “Now, our designs deﬁnitely factor in apart from the ‘anothergreenclimategrou Robert Clarke explains. environmentally responsible practices. p.com’. That’s why my team chose the A climate positive business measures This includes the careful consideration colour blue, not green, and we spent a and veriﬁes steps towards mitigating of paper stocks, printing techniques, great deal of time, care and attention on climate change through its daily formats and mediums of the design, branding and strategy. Our operations. By understanding its own communication. For instance, brochures approach is different, and we want our emissions and counterbalancing it - by need not always be large formats. We are look and our name to reﬂect that,” Clarke supporting projects that remove CO2 considering more innovative shapes and adds. from the atmosphere - a business offsets sizes, which are more economical for Symbolism played a major role in the their footprint. sheet sizes on press,” Corlette Design planning of the icon. Even the etymology Harnessing the carbon trading creative director Camille Corlette said. of the business name - which still intends expertise of the ANZ Investment Bank, “My clients are also using electronic to take a back seat to the brand - is ‘to the project is a commercial business communication as a way of saving paper think, to be mindful of’, in Latin. model aimed at certifying businesses and also saving costs. Having said this, The design company now considers climate positive. Due to guidance from Clarke, Corlette we certainly don’t think this is a compromise on our creativity. If many issues, which Corlette admits, she never questioned before clashing heads “We wanted to position ourselves apart from the ‘anothergreenclimategroup.com’” Design now has the right tools to educate anything, we feel that it will lead to more with Clarke. clients and suppliers plus uses exciting designs that will challenge us. “There are very effective but simple environmentally friendly materials and “I have actually switched suppliers practices we have adopted now, such as production techniques. Employees have because they are not climate positive. embossing print on our business cards as also become super efﬁcient when it Many of them have then made inquiries an alternate to using ink. We now have a Robert Clarke. comes to cutting back on energy to Project Andromeda so they too can customised recycling system and I AUSTRALIAN CREATIVE AUGUST.07 AUSTRALIAN CREATIVE AUGUST.07 34 FEATURE STORY Due to the scale of the movement, Clarke employs Baker and Mackenzie as WHO IS CORLETTE DESIGN? legal advisors and the ANZ as suppliers of ‘carbon credits’ (see box-out above). Established in 1979, the design Membership ranges from $300 to agency is based in Surry Hills and $2500 per year, depending on the size of specialises in corporate identity a business, which according to Corlette, development, marketing, collateral, is a small price to pay for beneﬁts online solutions, signage, annual returned. reports and packaging. She believes the cost of inaction far Clients range from Hilton, The outweighs the cost of membership, Law Society of New South Wales, taking into account the economic Shangri La, Sheraton, Australian beneﬁts of retaining staff. Institute of Management, Westin Early results for the studio are already and W Hotels, Rafﬂes and Marriott. indicating marketing beneﬁts and Corlette is currently working on enhanced internal communication. projects in Australia, Singapore, “Team spirit is up when all staff Malaysia, Thailand, China, India, members work towards a goal, outside Dubai, Papua New Guinea and direct work related concerns,” Corlette Thailand. WHAT IS CARBON CREDIT? said. “ I have had a number of clients ask One carbon credit equals one about the project and it has been a great tonne of CO2 removed from the talking point for me when chasing new atmosphere. Carbon credits come business. Featured as part of our email in many forms. The very highly rated, such as UN/Kyoto-based “From a signature, the icon has certainly instigated conversation.” marketing Certiﬁed Emissions Reductions Corlette explains that curiosity is the (CER), and Australian derived NSW ﬁrst reaction, because people have heard Government Greenhouse of the term ‘carbon neutral’ but not of Abatement Certiﬁcates (NGAC). Some international credits are less angle, it is climate positive. “Once we explain to them (clients) fantastic for well regarded, in terms of the long- what it’s all about, the reaction is term value they create. Accredited eagerness to know more.” projects include efﬁciency, Being a member, Corlette Design also renewable energy, and carbon sequestration or forestry. Carbon us” has access to businesses it otherwise wouldn’t have encountered. Part of the project’s philosophy is to: credits trade on the international exchanges just like any other Camille Corlette. provide clients with unique networking commodity. opportunities with other climate positive businesses. This may not necessarily just For more information visit include clients or suppliers. www.projectandromeda.com “Haworth Furniture will be our ﬁrst port of call when we look into ordering new ofﬁce furniture as we know they too are climate positive. Project Andromeda is in the process of signing up a variety of clients from restaurants to banks and this will certainly open doors in terms of networking and business,” Corlette said. believe the business is going through its going about policy in a haphazard way, “We conﬁdently think this will be the most innovative time yet. business is beginning to examine the new way forward. Companies want to be “Thinking about all these changes cold, hard facts,” he explains. associated with like-minded businesses: also has an impact on the way you “Under this glow of media speculation people who share the same philosophies design: now I think about different and sensationalism, the creative business and positive aspirations. formats I can use to cut back on paper world needs to act with clarity, “From a marketing angle, it is fantastic and I feel more in-touch with the transparency and integrity.” for us. Our client base stretches across production side of designing and this As the project expands, the vision is to Asia-Paciﬁc, India, United Arab helps drive down costs.” have climate positive designs, rock Emirates and the United States so this Businesses of all sizes are beginning to concerts, ﬁlm, television, furniture and allows us to promote the message far- understand that action on climate change airlines. and-wide, and to communicate that we brings positive beneﬁts, not just to the The design and architecture business in Australia are making a difference.” environment, but also to other aspects of sectors have been quick to respond and it By 2030, Corlette Design would have business. may have something to do with the saved about 4000 tonnes of carbon Decisive and measured action not only priority they place on innovative emission - not a bad feat for a boutique brings economic beneﬁts, but also allows challenge. studio. professionals to avoid being accused of With the help of Corlette Design’s jumping on the bandwagon, or how branding campaign, Clarke plans to For more information visit Clarke puts it: ‘the greenwash’. launch his Australian-based business in www.corlettedesign.com.au “Rather than waving a green ﬂag and New Zealand and China. Photo: R. Sweeney, Sugar Love Pictures AUSTRALIAN CREATIVE AUGUST.07
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