Rush in the Goddesses: PlanetShifter.com Magazine Interview with Designer Amanda Fetterly, Manager of Communications, University of British Columbia

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Rush in the Goddesses: PlanetShifter.com Magazine Interview with Designer Amanda Fetterly, Manager of Communications, University of British Columbia

Campus Sustainability

"The University of British Columbia is a place to live, work and learn sustainably. Situated in a spectacular natural setting, the UBC Vancouver campus is bordered by ocean, forest and the fertile delta of the mighty Fraser River. UBC is also a place of great minds—a place where people ask big questions and seek solutions to the challenges of our time. In the UBC Campus Sustainability Office, we focus our minds on creating a university infrastructure that runs as sustainably as possible. We also bring together UBC’s operational, academic and research expertise, to use the campus as a living lab to learn from—and to lead the transformation to a more sustainable world.

This approach provides an opportunity to create resilient communities; to use energy wisely and pursue alternative clean energy sources; to respect water as a precious resource; to turn waste into a desirable commodity; and to live, work and learn in harmony with nature. Already a model green university, there is still much to do at UBC to maintain and advance sustainability on campus. We continue putting our heads together to discover healthier, more efficient ways to operate that won’t compromise the future, but instead will help advance the evolution to sustainability."

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What is green design thinking?

Well design thinking is the concept of bringing an idea into reality through a process of these steps:

1. Understand
2. Observe
3. Define
4. Ideate
5. Prototype
6. Test

So green design thinking would be to include all considerations of environmental and social impacts through all of those phases.

What is The Graphic Designers of Canada Foundation offering these days to stay relevant?

They have just adopted some major sustainability principles and as an organization are looking really closely right now at what its membership needs from a national design organization. There are incredible professionals leading the GDC right now, they are listening and I think we will see a great transformation in the future.

OK. Where did you get the Earthly Goddess moniker?

I got it from where all great inspiration comes from, a simple moment of truth. We are all equal gods and goddesses of the earth, along with all of the other beings that inhabit this incredible place. When I am connected in my actions and thoughts to serving the best interests of the planet and of the beings that reside here there is nothing else that makes me feel so whole and at peace with myself. So I suppose the moniker recognizes the simple truth that it truly is heaven on earth.

How can graphic designers be more green?

In many ways, it depends on what the design practice focuses on.

One thing is the same in all design disciplines: being green has to be a forefront concept of the design process. Similar to architecture, you couldn't simply paint the building green and call it a day. One must think of the material choices, how and where products were manufactured, how and where they will be disposed. The more designers can feel comfortable with thinking of the life cycle of a project or end product the more sustainable decision making can be included in the process. Here are my top five “how to's” for designers:

1. Ensure that there is support from the client for a sustainable project right when the creative brief or project scope is developed. It won't work as an afterthought.

2. Start looking for alternatives as soon as the scope is clearly defined. If you can, build time in for research on sustainable options.

3. Be sure to call suppliers and ask questions, let them know you’re looking for sustainable alternatives even if they don't have it creates an impetus for them to respond with greener options.

4. Make it your commitment to produce timeless design that can either be kept as an artifact, or used for a second purpose.

5. Properly communicate aspects of sustainability on a design. This creates connection and value for like-minded consumers, and often if you've gone to the effort of making it sustainable it adds story and character to the end product.

If an oil company spilled oil in Queen Charlotte Sound, how would the government and citizen reaction different than the in the current Gulf Disaster?

I think we'd be kidding ourselves if we thought that our government is more regulatory or in control of the oil companies then the American government. But the operative word in your question is spill. I think what we are (as a global community) dealing with in the Gulf situation is just so unprecedented. That doesn't give BP any excuse at all, but it’s hard for me to envision a reaction to a spill in light of the current situation. This catastrophe dwarfs Exxon Valdez in terms of damage, not only now, but for generations to come.

If you were asked by Obama's office to design a logo for the clean-up effort in the Gulf, what would it include and why?

I'd actually advise the government to invest most communications dollars in the clean up itself, and then instead of a fancy identity I would suggest an interactive website where people can see how much is being cleaned up each day, where the volunteers are focused, how many animals have been rescued, how many areas are still engulfed in oil but not clean yet. I think this is the kind of information the public is looking for. Not another talking head, or a nice brand. But real data in real time that relates to the disaster and the subsequent clean-up efforts.

What are the underlying sustainability values and principles at the UBC Sustainability Office?

Creating a culture of sustainability at UBC is the office's mission. Early UBC realized sustainability would not take shape unless there is an entire community to support it at all levels of the university. And I can truly say that UBC is a very unique place in that all sorts of people, from all walks of life, staff, faculty, students, staff are contributing and totally committed to sustainability. The office is great at building and sustaining partnerships and enabling other units to become sustainable.

Is sustainability like a new religion?

No because it’s not organized and there is not one dogmatic leader. Which is why sustainability may have a hope in hell of succeeding.

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Amanda Fetterly Bio:

I believe in harnessing the power of design, leadership, and collaboration as mechanisms for change. I graduated with top honors from the advanced Electronic Media Design and Advertising and Graphic programs at Langara. Upon graduation I immediately began working as communications designer and project manager for boutique agencies in Vancouver. My involvement in projects has included e-commerce and direct content delivery solutions for companies such as Nokia, and Bang-On T shirts. I’ve developed and applied identities for national climate change ENGO’s and have worked on award-winning websites for the UBC School of Architecture and Landscape Architecture and the coveted national design-competition website Graphex 2008.

As the incumbent Manager of Communications for the UBC Sustainability Office I conceptualized and managed the redesign and development one of UBC’s most highly trafficked websites, sustain.ubc.ca. In addition, I manage and implement all communications efforts to promote, strengthen and build a culture of sustainability at UBC.

In 2009 I was named the first sustainability chair for the Society of Graphic Designers BC Chapter. My volunteer work with the GDC entails representing my chapter on a national committee and growing the momentum of local sustainable design. Annually I help to plan and shape Practivism, a design speaker series which brings together leading thinkers and doers on sustainable design.

Connections –

Amanda Fetterly
+ Manager, Communications Design & Marketing, Campus & Community Planning
+ Manager of Communications and Marketing at UBC Sustainability Office
+Sustainability Chair at Society of Grapic Desingers of Canada | BC Mainland Chapter
Design/Blog
amandafetterly@gmail.com
604.603.1125