Sappi Ideas that Matter - Book 7

North America
Directions to a Sustainable Future
Green Map System
94
The key to greening the planet is critical mass: the
ability to align a network of people behind the cause
of sustainability for environmental issues to become
mainstream, not the esoteric ramblings of a privileged
few. Green Map system is just such a network.
Started in 1995, this award-winning organisation
develops local sustainability networks and expands the
demand for healthy, green choices across the world.
To date, more than 300 unique locally-published Green
Maps have helped to bring people of all ages, cultures
and economic levels together to discover, share and
care for their communities.
For Millie Tien-Hui Lin, a graphic designer at Whitehouse
& Company, New York, the challenge lay in solving
design problems that could have a meaningful impact
on a wide range of audiences and a tangible benefit to
the future of the planet. Working with brand consultant
and Green Map board member DK Holland, board
member Sara Tucker, and founder Wendy Brawer,
Millie applied herself to designing an identity for the
organisation that would make it more visible, and invite
people to find out more about it.
The task was more daunting than it sounds, however,
as it could not afford to alienate the mapmakers in
communities around the world. Except for the universal
icons on every Green Map, the design choices are
determined locally, resulting in little conformity from one
map to another.
From its release in May 2007, the campaign was well
received. To date distribution has included the US
Environmental Protection Agency (EPA) Environmental
Quality Awards (Green Map was a 2007 recipient),
Washington DC’s Sustainable Design Expo, the
American Planning Association National Conference
(Philadelphia), Yale University’s Envirolution and the
United Nations. In anticipation of Green Map meetings
in those countries, copies have even been shipped to
China and Taiwan.