01 14 presentation

Greg Riestenberg | DES 658 | Prof. Gala Narezo |

Course Introduction Presentation | 14 Jan 2013

Design Advocacy
Projects:
WTFair
First Things First 2010
DC Design Conference
[ ] box
Pratt Free Library
Psychological Warfare Filter
ColombiaLand



WTFair
Projects:
WTFair
[ ] box
Pratt Free Library
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ColombiaLand
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WTFair
Projects:
WTFair
[ ] box
Pratt Free Library
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ColombiaLand §

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WTFair
Projects:
WTFair
[ ] box
Pratt Free Library
ColombiaLand

An undergraduate project, this was
an exploration into what methods of
of the process included a survey about
effectiveness taken from the targeted
“Gen Y” demographic.

FIRST

“…in 1964, twenty-two visual
First Things First 2010 communicators signed the
original call for our skills to be

THINGS
Projects:
WTFair
First Things First 2010 put to worthwhile use. with
[ ] box the explosive growth of global
Pratt Free Library
commercial culture, their message

FIRST
ColombiaLand
has only grown more urgent.
As the spectre of graduation, and thus, today, we renew their manifesto in
professional life, manifests itself, ques-
tions about the impact of my career on expectation that no more decades
the rest of the world become more au-
dible. Fortunately, this conflict, having will pass before it is taken to heart”
been recognized by designers through- from First Things First 2000: a Design Manifesto

out the history of the profession, has
been articulated most clearly twice in
th last century through the First Things
First Manifestos. The purpose of my
thesis is to explore these ethical dilem-
mas and the way their relationship to
the design world has evolved over the
last several decades since the inaugu-
ration of First Things First.


WHAT’S WHAT’S

ALL THE
First Things First 2010 WRONG WITH
D ESI G N ?
F U S S
Projects:
THE QUALITY ARGUMENT THE SOCIAL ARGUMENT
WTFair

ABOUT?
When design is controlled by When design is controlled by
a force that looks to maximize a force that looks to maximize

First Things First 2010 profit, the integrity of the design
itself can become compromised.
This challenges the notion that
profit, the integrity of the mes-
sage and the products or services
it pushes become compromised.
design is a value-free force and This is where many have voiced
DC Design Conference that designers should not concern
themselves with the political and
that the graphic designer is not
responsible, and therefore has no
economic contexts of their work. business sticking his or her nose.

[ ] box
And while there are many exam- The fact is, however, that the
ples of beautiful advertisements, designer is an integral part of the
their are also many that have success or failure of what a com-
been dumbed-down to appeal to pany produces or sells. Hence, if

Pratt Free Library both clients and consumers. Ask
any designer if he or she has ever
felt that a client chose a weaker
the designer actively participates
in a project that is based on rep-
rehensible intentions and fails to

design because they felt that it raise objections, the designer is a
could reach a broader audience. willing participant in social irre-
This kind of interaction, especially sponsibility. This tugs at the heart
when repeated over time can of any professional who wishes

ColombiaLand become very trying to the spirit
of even the most enthusiastic and
experienced designer.
to contiribute to a sustainable
society, rather than contribute to
destruction and wastefulness.

As the spectre of graduation, and thus,
professional life, manifests itself, ques-
tions about the impact of my career on
the rest of the world become more au- WHAT’S
dible. Fortunately, this conflict, having WRONG WITH
been recognized by designers through- FIRST THINGS FIRST ?
The most reactive counter-claim two manifestos, while voicing
been articulated most clearly twice in to both First Things First manifes-
tos is the notion that these are a
legitimate concerns about the so-
cial value of their work, takes on a
group of spoiled mid-level profes- sort of victim mentality that points

sionals trying to make something the finger at clients and consum-
more out of their profession by ers, when much of the problem
essentially biting the hand that lies within.
feeds them.

First Manifestos. The purpose of my There is something inherently
condescending about a small
As for the claim that “there are
pursuits more worthy of our
problem solving skills,” many

thesis is to explore these ethical dilem-
group of designers trying to cate- they have listed contribute, and in
gorize certain projects as “worthy” some cases escalate, the problem
or “unworthy.” What seems to of overconsumption in Western
have happened is that many of the societies. How many magazines,

mas and the way their relationship to pioneers of modern design had
already laid much of the ground-
work for where the profession
newspapers, films, television pro-
grams, and even educational aids
are fraught with messages, both
would go, and this second wave, hidden and obvious, that encour-

the design world has evolved over the in 1964, was uncomfortable taking
the role of followers. This inferior-
age audiences to spend money
on things they do not really need?
ity complex had only multiplied The argument against the increas-

last several decades since the inaugu-
by the the turn of the century. The ing shallowness of design ought
resulting protest, as voiced in the to be much more concise.



WHAT’S

Projects:
WTFair
Ken Gerland, master of First Things First 1964,
with cohorts.
NEXT?
When the authors of the original
manifesto admit, “we do not advo-
And what about the proposals put
forth, that designers work on feats
The only way for designers to
confront their status as “cogs in the
cate the abolition of high pressure more “worth using our skill and machine” that drives consumerism is
consumer advertising,” they really experience on”? The fact is there are to actually refuse to perform work we

[ ] box
second guess themselves. They claim products worth buying, and there- don’t agree with. Granted this is a lot
it is “not feasible.” What they really fore worth advertising. And there are to ask, especially of newer designers
mean is that they aren’t willing to put some informational pieces (which struggling to find a place in the field.
themselves or their firms in finan- they seem to hold in high esteem) But, regardless of the fact that any job

Pratt Free Library cial jeopardy. This is a reasonable
desire, but in order to make the kind
of changes advocated in the mani-
that are complicit in the consumer-
ist system the manifestos claim to be
fighting. There are socially responsi-
that pays enough will find a willing
designer, someone has to take a stand
somewhere. A collective effort would
festos, some sacrifice will ultimately ble and irresponsible examples within be the most effective deterrent to “the
Psychological Warfare Filter The late Tibor Kalman, who inspired a group to
revive First Things First in 2000.
be required. It is healthy to talk and
theorize about what kind of design is
each category. The deciphering factor
should not be whether the nature of
high pitched scream of consumer
selling.” If we are truly serious about
contructive for society, but until de- the project itself is enough of a self- challenging what many have come

ColombiaLand
signers actively challenge clients on validating exercise for the designer, to believe graphic designers do, we
the social value of their projects, the but how the project effects consum- will stop doing the kind of work that
cycle will continue unabated. ers, workers, and the environment. proves them right.

As the spectre of graduation, and thus,

FIRST
professional life, manifests itself, ques- We, the undersigned, are designers have provided the solice in magazines, books,
graphic designers, digital de- creative energy to execute films, educational aids, tele-
tions about the impact of my career on signers, and other creative
professionals who have been
these endeavours into con-
sumer psyche, and therefore
vision, design competitions,
and charitable campaigns,
brought up in a world in shall assume part of the re- which typically allow for and
the rest of the world become more au- which the techniques and ap-
paratus of advertising have
sponsiblity for the onslaught
of camera-phones, plasma
demand a purer application
of creative design princi-

THINGS
persistently been presented screens, gas-guzzling vehi- ples, yet are not an end in

dible. Fortunately, this conflict, having to us as the most lucrative,
effective and desirable use of
cles, body sprays, fast food,
ugly shoes, poisonous toys,
themselves.

our talents. and overwhelming debt. We will take a more decisive

been recognized by designers through- While the means to reach
an ever more skeptical and
We have also errantly tried
to place ourselves as vic-
role in the shaping of future
society by challenging any
manipulative and dishon-

conscious consumer have tims of a system that crush- est means by which our cli-

FIRST
largely been determined by es creativity in the name of ents wish to utilize our talent
marketers and salespeople, profit and attempted to find and intellect.

been articulated most clearly twice in
and we will collectively
refuse work, no matter how
First Manifestos. The purpose of my “creative,” if it leads to the

2010
thesis is to explore these ethical dilem- deterioration of society
mas and the way their relationship to through the promotion of
the design world has evolved over the impulsive consumerism or
last several decades since the inaugu- dangerous and destructive
a d e s i g n m a n i f e s t o production practices.



CONNECT IT USE IT OWN IT
The southeast side of the Anacostia River gets a bad rep. Some of it is perceived, some of it is true. We have an opportunity to provide a real asset to some of the city’s most historic yet long neglected communities.

Projects:
bike lanes
WTFair DOG PARKS
smart growth!
First Things First 2010 affluent
transient
NEW URBANISM!
sustainable living
[ ] box WHITEurban renewal
I worldlyA L
young
NF LUENTI
Pratt Free Library educated organic food
PRIVILEGED
DIVERSE CRIME
Existing or planned waterfront developments in the district tend to cater The RFK site is situated in DC’s Ward 7, an area largely disconnected

the visitor rather than the resident. from the city physically by the Anacostia River, and socially by acute
income inequalities.

ColombiaLand connected
MONUMENTALpoverty
POWERFULabandoned
violence
Employees from all offices were chal- subsidized
lenged to come up with a solution for BLACK
POOR
what to do with the slowly deteriorating blight
Robert F Kennedy Stadium, and assess
. welfare
its effect on the surrounding community While the RFK/Armory facility is owned and operated by the Washington
Convention and Sports Authority, it is surrounded by a cluster of
neighborhoods which will be affected by any development that occurs on
Many neighborhoods near the RFK site have been classified as “distressed.” *

or adjacent to the site. *source: DC Planning Commission

and environment. Our team proposed a
revamped community market and activ-
ity center with enhanced connections
to local assets and more pedestrian
access to the adjacent Anacostia River
and National Park. Solutions were
presented to a panel of judges including
a local developer, the director of the DC
Office of Planning, and academic and
the president of RTKL.


CONNECT IT
A newly renovated stadium
Course Introduction Presentation | 14 Jan 2013 turned community sports
center will be the center of
a sustainable site with a
holistic vision of active living

and ecological renewal.

Projects: LANGSTON
PLAYGROUND
ANACOSTIA PARK
SECTION G

TO H STREET
TO ARBORETUM
TO ARBORETUM TO KENILWORTH
TO KENILWORTH
GARDENS
GARDENS
ATLAS DISTRICT

WTFair p ro p
os ed
b en ni
ng rd
TO MINNESOTA
st re et
ca r lin
ROSEDALE
REC CENTER e AVE CORRIDOR


RFK streetcar line
KINGMAN
ANACOSTIA PARK LAKE
SECTION F

AQUATIC
[ ] box
ELIOT REC
CENTER CENTER
RFK ACTIVITY TO BENNING RD
COMPLEX CORRIDOR
Pratt Free Library LINCOLN PARK
RFK
STADIUM
TO CAPITOL HILL

Psychological Warfare Filter ARMORY
TO LINCOLN PARK
DC ARMORY

ColombiaLand
ANACOSTIA PARK
SECTION F

CONGRESSIONAL FORT DUPONT PARK

Employees from all offices were chal-
CEMETARY
ANACOSTIA PARK
SECTION E TO NAVY YARD
TO NAVY YARD TO FORT DUPONT
0 100200 400 600 800 1,000
PARK 0 100200 400 600 800 1,000
Feet
TO HISTORIC ANACOSTIA
TO HISTORIC ANACOSTIA Feet

lenged to come up with a solution for
what to do with the slowly deteriorating
.
its effect on the surrounding community
and environment. Our team proposed a Currently, there exists vehicular access to the site, however
the general public is barred from walking the RFK grounds
if there are no events taking place.
There is a metro station servicing the site. There are sparse opportunities to cross the river at
a pedestrian level.
The plan for breaking down the barrier of
the river includes continuing some of the
main boulevards across the water, extending
the original street grid closer to the riverfront,
and adding a grand gesture of connectivity that
ties the renovated structure of the stadium with
the opposite bank of the river and
adjacent development sites.



USE IT
Instead of demolishing the stadium, repurpose it. Make it
Course Introduction Presentation | 14 Jan 2013 more accessible and tie it into the surrounding environment.

Projects:
WTFair
DC Design Conference EXPERIENCE ZONE: The building is opened up and
connected to the land to allow for an unhampered flow

[ ] box
of both users and passers by.

Pratt Free Library
EXISTING STRUCTURE EXPERIENCE ZONE
ColombiaLand
ACTIVITY ZONE: These areas are designated to physical
activities of all sorts for users of all ages.

.
its effect on the surrounding community COMMUNITY ZONE: Outer levels of the stadium are

ACTIVITY ZONE COMMUNITY ZONE opened up to local businesses and community members

for entreprenuership with a DIY emphasis.



OWN IT
A destination for visitors but with priority given to the needs
Course Introduction Presentation | 14 Jan 2013 of the surrounding neighborhoods. By promoting civic
engagement and vitality, encouraging health, safety, and
ownership, the goal is to foster existing communities, rather
than imposing new ones.

Projects:
WTFair
RIVER’S EDGE: A more welcoming waterfront will AQUATIC CENTER: An aquarium or nature center provides an educational experience and
encourage cleanup efforts. serves as a destination for visitors. It helps preserve Anacostia’s legacy as a National Park.

DC Design Conference PEDESTRIAN BRIDGE: A large gesture that
connects the stadium to the land and water.

[ ] box
Pratt Free Library
ColombiaLand

.
and environment. Our team proposed a SURROUNDING NEIGHBORHOODS: The purpose of this plan is to enhance quality of life for existing
residents, rather than provide another monument for tourists. STADIUM COMPLEX: A re-purposed structure that
encourages activity around the clock.
URBAN SPORTS VENUE: Transitioning RFK to an
urban setting




Projects:
WTFair
[ ] box
Pratt Free Library
ColombiaLand

.



[ ] box
Projects:
WTFair
[ ] box
Pratt Free Library
ColombiaLand

In collaboration with members of
Architecture for Humanity and the DC-
based artist collective, Albus Cavus,
this community engagement project
has been in conception for a few years.
It intends to reuse materials such as
shipping containers to create a com-
munity resource space.



Pratt Free Library
Projects:
WTFair
[ ] box
Pratt Free Library
ColombiaLand Fiction

By creating a structure that exists
immediately juxtaposed to that gate Nonfiction Local
we will create a free book exchange Promotional
that can be housed within the private Zines
property of the institution, but only
physically accessible from the public
street outside of it.



Pratt Free Library
Projects:
WTFair
[ ] box
Pratt Free Library
ColombiaLand

By creating a structure that exists
immediately juxtaposed to that gate
we will create a free book exchange
that can be housed within the private
property of the institution, but only
physically accessible from the public
street outside of it.



Psych Warfare Filter
Projects:
WTFair
[ ] box
Pratt Free Library
ColombiaLand

A interactive concept mockup of a
plug-in or app that scans text on a
media website to detect the emotion-
ally loaded words in a piece. By drawing
from a database that connects which
parts of the brain these words are
meant to stimulate, it gives back a
visual analysis of the affective intent of
the article to the reader.


Course Introduction Presentation | 14 Jan 2013 Pistol drawn on the road to a Biodiversity Zone
where farmers cultivate subsistence crops.
ColombiaLand The locals do not know who drew it.

Projects:
WTFair
[ ] box
Pratt Free Library
ColombiaLand

org
An advocacy project to give a voice to
communities in rural Colombia that are
often ignored or maligned. It intends to
draw attention to issues of land restitu-
tion and community intimidation. The
design role was not only to rebrand the
site and visual resources themselves
but to create a “tool-kit” for outreach
and exposure.

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