Since 2007 Post Typography has developed each year's Greenbuild graphic identity, designing and directing the visual feel of the show.
We built the graphic identity and ad campaign for Greenbuild 2010 with a colorful palette of 3D cubes that symbolize structures or building blocks and represent the convergence of the green building movement.
The campaign included a social networking component, where web users could upload videos about ideas for "Generation Green" to the Greenbuild website. This ad asked for video submissions and prompted viewers to register for the 2010 conference.
The dimensional “G” stands both for “Greenbuild” and the expo’s theme: “Generation Green.” The Education Program cover brings back the iconic "G" from the Greenbuild ad campaign, integrating the title typography.
The Greenbuild 2010 registration mailer gives potential attendees an in-depth preview of the conference events, speakers, and exhibitors.
We adapted the graphic identity in new ways to work on 24 information-heavy pages detailing the conference and expo programs and events.
The brightly colored graphics help to enliven pages of lists and schedule tables.
At the brochure’s center a gatefold containing the conference schedule pulls out to reveal this Greenbuild 2010 poster.
The poster suggests that in fact “we can plant a house, we can build a tree.”
The Greenbuild 2010 identity was applied to numerous items such as hotel keycards for conference attendees and this set of promotional buttons.
This custom "cube" tote bag designed specifically for the expo has a durable, reusable, unisex design to increase the bag's sustainability.
The six different colorways of the bags—created from different color combinations of the recycled cotton fabric—echo our design for the conference's graphic identity.
This T-shirt design for the Greenbuild merchandise booth mashes up our green 3D cube design for the Greenbuild 2010 conference with the iconic "I Heart NY" T-shirt.
We typically design a handful of Greenbuild shirts and other merchandise designs to help support and promote the conference.
The graphic identity for Greenbuild 2009 emphasizes the interconnectedness of our living, built, and virtual environments, reflecting the 2009 conference’s focus on sustainable systems. Photo: Andrea Girolamo
The woven globe in this magazine ad served as an iconic symbol for the conference and a dynamic representation of the entire green building movement.
Throughout the campaign green ribbons weave into structures that are populated with symbols and figures that reference the conference’s underlying themes.
This third in a series of magazine advertisements uses the green ribbon identity to build an iconic three-dimensional structure symbolizing core concepts of green building.
The cover of the Expo Guide weaves the conference's green ribbon identity around the title typography.
Designed to go beyond the typical conference tote bag, this custom tote is made from recycled fabrics and features the Greenbuild 2009 theme logo, "Main Street Green."
The bag incorporates elements such as an adjustable strap, zipper, and side pocket to increase the bag’s usability and sustainability.
Greenbuild Next, held in Toronto in 2011, focused on what’s next for the green building movement. Our logo design activates the space between E and X to create a forward-pointing arrow that also resembles a house.
The conference theme emphasized the use of sustainable building as a social and economic tool.
Our advertising campaign focused on USGBC’s Project Haiti, which is using green building practices to help Haiti recover from the devastating 2010 earthquake. Photographer: Emily Troutman.
Stunning photographs of makeshift shelters in post-earthquake Haiti are overlayed with the Greenbuild Next house/arrow. Photographer: Emily Troutman.
By turning the photographs sidewise, the dual nature of the house/arrow is emphasized, as it points forward and serves as an implicit call to action for the green building community. Photographer: Emily Troutman.
The ad campaign's photography and the iconic Next logo are complemented by a series of semi-abstract pencil illustrations whose sketch-like qualities speak to the conference's "Next" theme.
The pencil drawings appeared throughout the conference in both two- and three-dimensional form.
Green building isn’t just about architecture, it’s also the urban planning and the transportation options connecting buildings and people. With that in mind we thought the Greenbuild logo was a perfect fit in this bike sprocket.
The 2007 Greenbuild theme focused on “big ideas.” To portray this abstract and complex concept, our print ad campaign shows a field of green building voices coming together.
The range of ideas represented in the campaign reflect the diversity of Greenbuild attendees and their relationships to the sustainable building movement.
To represent the power-in-numbers of the tens of thousands of conference attendees, this ad shows their many voices gathering to form a larger and stronger idea.
This print ad builds on our campaign for Greenbuild 2007, envisioning Greenbuild as both a spark that catalyzes ideas and a hub at the center of a growing green building network.
In the second ad, voice bubbles join together to form a global network of ideas, emphasizing the far-reaching impact of the green building movement.
Designed specifically for Greenbuild 2008, this messenger bag was meant to go beyond the typical conference tote bag. By creating a more attractive, durable, and useful unisex design, we increased the bag’s reusability and sustainability. All of the bags were sewn in the USA using a fabric made from recycled plastic bottles.
On the conference program, the green building network becomes an energizing spark bursting from the center of the page.
Case Study
Greenbuild Expo
Greenbuild is the world’s largest annual conference and expo devoted to environmentally responsible architecture, construction, development, and urban planning. Organized by the U.S. Green Building Council, Greenbuild draws 25,000+ attendees annually to a different North American City.
