The divide between the worlds of design and sustainability is persistent, but returning to core values can bridge it.
By Nadav Malin
For me, the creative tension between beauty and green performance came to a head in 2006, when I began working with the staff of Architectural Record on their new magazine: GreenSource. (GreenSource is no longer a separate magazine; it’s now an insert in the products magazine SNAP. And I’m no longer involved with it.)
As GreenSource’s executive editor, I was the “technical guy” who could help make sure that we’re talking about sustainability topics in a meaningful and defensible way. I learned a tremendous amount from that team, beginning with the power of using images to tell a story. I had always been a words-and-data kind of guy, so when I saw how they developed a story by leading with the visuals, it really blew my mind. That was quite a shift from the early years of Environmental Building News, when we tended to write an article first, and illustrating it was sometimes just an afterthought.
At GreenSource it went more like this: Here’s the topic, here are the images, here’s how they’ll flow, and, oh, ok, looks like we can fit in about 800 words of copy, so that’s what you get to write.