Green Salon: Phil Hamlett

Article by Adam Hook and Roy Hinshaw

On January 3rd, 2008, Phil Hamlett addressed the first Green Salon of the year, sponsored by the Atlanta chapter of the AIGA. Phil is the graduate director for the School of Graphic Design at San Francisco's Academy of Art University and co-chair of the AIGA Center for Sustainable Design.

Phil consults with designers across the country to establish key points in sustainable design efforts. Packaging, commercial and industrial design are all-important sectors that will undergo change in the coming years. "Screws, not glue" characterizes the re-evaluation of design and manufacturing processes built on the cradle-to-grave approach of the past century.

In the past decade, the boardroom created the CTO (chief technology officer). As more companies craft an agenda to address sustainability concerns, the post of chief sustainability officer is being opened and filled.

Sustainable design begins from the ground up. Companies are now redesigning their business models, re-thinking everything from reduced material costs, lower shipping footprints and decreased retail space. Sustainability, Phil points out, is a thread that can be woven through all components of modern business practice. According to Phil, "Many companies are realizing that sustainability represents good common sense and that using less material, treating fewer toxins and creating less waste is an economic no-brainer."

As an educator, Phil encourages his design students to seize the day with regard to the new focus on sustainable design. "I liken what is happening with sustainability to what was happening with technology in graphic design in the industry," he says. "I tell my students that there are a lot of people out in the industry right now who are trying to figure out what this means. You have the luxury of learning about [sustainability] while you're in school. There's a window here… that'll give you a leg up as you enter the job market."

When asked about the acceptance of sustainability concerns by the average American, Phil acknowledges a "strong libertarian streak in this country which will definitely require a tremendous reorientation of hearts and minds."

As the public gains more exposure and education on sustainable issues, Phil firmly believes that people will do the right thing. "The vast majority of people… given the choice, with other aspects being equal, would purchase the thing that is responsible if it were easily doable, socially acceptable, and at the same price point… but right now society is not structured in that way."

"As designers," he continues, "that means there's a lot of white space out there, a lot of hearts and minds to be won. There are a lot of goods and services that need to be redefined or reconfigured. Hopefully we can use our out-of-the-box thinking to come up with those solutions."

For more information on what AIGA is doing in this arena, please visit the AIGA Center for Sustainable Design.