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Transcript of final portfolio
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Category: Thesis Class: Directed Study Instructor: Aran Baker
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design is. . . urban acres
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Lisa Hammershaimb
© 2010 Lisa Hammershaimb
All rights reserved.
No part of this book may be reproduced in any form without the
written consent of the author.
Written and designed by Lisa Hammershaimb.
Hello
print Open Road Slab: Avalanche Basics Consume Communit y product Mayhem Brew Thrive Threads
thesis Urban Acres
Thank you
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15 21 27 33
41 47 55
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Design is joyful communication—connecting people with ideas,
solutions and previously unknown possibilities. Design must be
human-centered, fueled by an empathetic understanding of the
narratives that shape all of our lives. Design brings delight to the
routine aspects of each day. Design reminds us that there is value
in imagining, asking hard questions and creating something new.
Design is renewal and responsibility—wonder and wild surprise.
Design is what gives me life, joy and delight. As a designer, I am
committed to creating work that communicates clearly, delights
the senses and brings a bit more joy to the world.
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open road maga zine
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Category: Print Class: Publication Narratives Instructor: Lian Ng
open roadembrace the journey
audience Mobile men and women who love exploring new landscapes in their
Airstream Trailers.
objective
I chose to create a lifestyle magazine about Airstream culture because
I love Airstreams, the mobile lifestyle and the unique regional cultures
that exist all across North America. In Open ROad, I hope to inspire
people to explore, connect and discover the amazing world that is just
outside their door. Each issue of Open ROad offers up many places to
visit, DIY trailer improvement tips and Airstream owner stories. Open
ROad is both the perfect companion for planning trips and the perfect
reading material while on the road.
Inspired by expansive landscape, Open ROad favors photos of majestic
views, wide open spaces and Airstreams in nature. Type is streamlined
and modern, like the Airstream itself.
typefaces Distro
Helvetica
Cholla
Platelet
Explore. Discover. Connect. Motion and freedom are the best ways
to keep an open mind and an open heart.
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design is. . . open road maga zine
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design is. . . open road maga zine
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sl ab: avalanche basics
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Category: Print Class: Elements of Type Instructor: Carolina de Bartolo
slabavalanche basics
Risk. Adrenaline. Excitement. Nothing affirms life like a direct
confrontation with the majestic, overwhelming power of nature.
audience Rugged men and women of all ages, passionate about winter, snow
sports and the wide open spaces of the backcountry.
objective
The objective of this project was to take a large quantity of existing
information surrounding the topic of survival and remix it—making
it more engaging and dynamic. Because I am a wild mountain girl
at heart, I chose to remix Bruce Tremper’s classic mountain survival
guide, Staying alive in avalanche Terrain.
Inspired by the raw power and shifting, unstable force of a slab-style
avalanche, each page is slightly different as the text shifts from top to
bottom. The book also includes generous white space, capturing the
white-out feel of an avalanche.
typeface Helvetica
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design is. . . Sl aB: avalanche Basics
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design is. . . Sl aB: avalanche Basics
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consume
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Category: Print Class: Visual Literacy Instructor: Julia Brown
Get more. Make more. Be more. We are all consumers and consumer
culture is the driving force behind graphic design production.
consumeaudience Socially conscious men and women willing to examine their lives, ask
difficult questions and challenge prevailing culture.
objective
The primary objective of this project was to investigate the interface
of graphic design and current culture. I chose the issue of consuming
and examined just what it means to be a consumer. Through all my
research, I found that consuming is both delightful and troubling. We
all must consume to live, but with consuming comes responsibility.
My design concept revolves around visual noise and quiet calm. Clean
layouts with simple text are paired with dense, colorful full-bleed
photos. Periodic journal spreads allow the reader to reflect on the
topic of each chapter.
typefaces Distro Helvetica
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design is. . . consume
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design is. . . consume
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Community
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Category: Print Class: Visual Communications Instructor: Hunter Wimmer
Birth. Growth. Death. What does it mean to be human? How do we
identify and define ourselves—are there really any constants in life?
community
audience Thoughtful men and women willing to take a broad perspective on
their lives and consider how their personal stories have been shaped
by their environments.
objective
The primary objective of this project was to conduct in-depth research
on a topic and weave the copy and imagery into a book. I have always
had a keen interest in the issue of self-identity and self-definition and
chose to explore how our communities shape the ways that we define
ourselves. During my research, I held several focus groups exploring
how people define themselves, how they feel that their communities
contribute to their identity, and how their past community interactions
have come to shape how they see themselves. My findings were very
illuminating and I realized that, for better or worse, we are all shaped
by the people and groups with which we surround ourselves.
My design was inspired by street plans and geographic grid patterns.
These juxtaposed with close-up groups of people interacting capture
the internal and external nature of community and identity.
typeface Avenir
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design is. . . community
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design is. . . community
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Mayhem Belgian-Style Ale
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Category: Product Class: Integrated Communications Instructor: Marc English
Make merry. Have fun. Be refreshed. Life is way too short not to
celebrate and create a little mayhem of your own.
belgian-style ale
audience Adventurous men and women who have a sense of humor and a thirst
for something strong.
objective
The objective of this project was to create a product inspired by a film
director. Being a fan of clever dialogue and crazy plot twists, I chose
Woody Allen as my director and drew my inspiration from his comedic
crime capers. Mayhem Belgian-Style Ale is stronger than your average
beer and consuming is sure to produce dialogue worthy of a Woody
Allen film and maybe even some crazy plot twists of your own.
My design inspiration came from the urban setting of many of Allen’s
films. The fragmented architectural imagery feels dream-like while
the offset label placement captures a feeling of spinning around in
mild confusion. The bright yellow triangle is a mark of caution and
also references the clear beam of light that comes from a street lamp
in a dark, urban alley.
typefaces Mayhem Custom
Apex Serif
Steelfish
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design is. . . MAYHEM
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urban dubbel
produced by the brooklyn brewery, brooklyn, nyc net contents 750 ML alc content 8.5% by volume
urban dubbel
produced by the brooklyn brewery, brooklyn, nyc net contents 750 ML alc content 8.5% by volume
urban dubbel
produced by the brooklyn brewery, brooklyn, nyc net contents 750 ML alc content 8.5% by volume
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design is. . . MAYHEM
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Lisa Hammershaimb
Class: Integrated Communications
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Thrive
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Category: Product Class: Visual Literacy Instructor: Bayou Bennett
Empower life: bring hope. Positive change can indeed come through
our daily choices. We have both great power and responsibility.
audience Women of all ages who care about ensuring social justice, helping the
under-resourced and promoting positive change.
objective
The objective of this project was to create an identity for a company
that empowers female artisans by providing them a competitive
wage for their products. I am an ardent supporter of the fair-trade
movement and the idea that consumerism can indeed be used for
positive purposes. Thrive provides an elegant solution that affirms the
value and humanity of female artisans who often face discrimination
and persecution in their homelands.
My design inspiration came from plants and soil. In the logo, scrolling,
organic shapes grow from a solid base. This growth represents how
life flourishes when one gains pride, a new-found sense of self-worth.
typefaces Thrive Custom
Myriad Pro
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design is. . . Thrive
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design is. . . Thrive
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design is. . . Thrive
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Threads
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Category: Product Class: Experimental Typography Instructor: Jennifer Scrivner
Go. Produce. Repeat. From early morning to late night, life passes in
a blur of activity and often lacks quiet space for reflection.
threadscreating spaces, discovering moments
audience Contemplative men and women of all ages willing to step out of their
hectic routine and reflect on the diverse moments that create life.
objective
My main objective was to create something unexpected that would
cause viewers to break out of their cycle of busyness, take a deep
breath and be more conscious of the moments that make up their
lives. My inspiration came from the feeling that I was too busy in my
own life and was losing a sense of the transcendent wonder inherent
in the everyday. Through intensive journaling for one week, I tracked
the emotions I felt and the circumstances I navigated and created a
series of scrolls capturing my experience.
In creating the scrolls themselves, I wanted to continue the “slow
down” theme and create something highly tactile. I printed the scrolls
on handmade mulberry paper and rubbed them down with beeswax,
giving them a translucent quality reminiscent of stained glass win-
dows. The act of unrolling the scrolls, reading them and putting them
together brings awareness and quiet reflection.
typefaces Rough Typewriter
Apex Serif
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design is. . . Threads
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design is. . . Threads
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urban acres
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Category: Thesis Class: Directed Study Instructor: Various
Grow. Transform. Sustain. In a world increasingly detached from
nature, we must reimagine overlooked spaces and rediscover what is
right above our heads. Nature is essential in our lives.
urban acres
audience Urban-dwelling men and women interested in sustainability, the
local food movement, sustainable community development and
bringing nature back to the city.
objective
A graphic-design MFA thesis explores the intersection of graphic
design and real-world issues with an emphasis on how the designer
can frame challenges and shape strategy for positive solutions. For
my own thesis, I chose to create an educational and inspirational
campaign promoting living roofs for urban spaces.
My thesis objectives were: to educate urban dwellers about the many
benefits of living roofs, to inspire urban dwellers to reconnect with
nature by planting living roofs on their own homes, and ultimately to
create more healthy urban communities. I accomplished all of these
goals through: a living roof resource website, a living roof exhibit, a
living roof overview book, a DIY living roof playhouse, and a set of
living roof promotional items.
typefaces Klavika
Maxime
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design is. . . urban acres
Urban Acres Press Kit
The Urban Acres press kit gave an overview of my project and helped me in my quest for donations and spon-sorship for the Living Roof exhibit.
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design is. . . urban acres
Urban Acres Website
The Urban Acres website provides a venue for homeowners to share stories and imagery from their own living roof or urban-garden project. The site also provides living roof and sustainable design resources and a calendar of living roof events.
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Plantable Promotional Postcards
Plantable postcards were the first step in promoting the Living Roof exhibit to communities in Chicago.
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design is. . . urban acres
Exhibit Invitations
Invitations were letterpress printed with three colors on 110# Cover Pearl White Lettra cotton paper. The process, though time-consuming to produce, created an elegant, highly tactile invitation.
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Plants love people...and a great skyline view. Discover the potential
for life in overlooked spaces. Discover Urban Acres.
The Living Roof Exhibit
b
audience Chicago-dwellers, and people interested in sustainability, the local
food movement, and shrinking their enviromental impact.
objective
The main objective of the exhibit was to promote dialogue about
the living roof movement and sustainable design in Chicago. By
exposing people to the potential of living roofs and providing a
personal living roof experience, I inspired people to be more aware
of how they might transform their own overlooked spaces, connect
with nature and someday construct their own living roof.
In designing the exhibit, I created easy-to-read signage with bold,
graphic icons. I also used large-scale rooftop photography, video,
and living roof plants to showcase the beauty that comes from
combining the two extremes of organic nature and urban rigidity.
typefaces Klavika
Maxime
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design is. . . urban acres
Exhibit Handouts
Printed on plantable seed paper, the handout gives both an exhibit overview and information about local sustainable design organizations.
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design is. . . urban acres
Exhibit Space Plan
The exhibit space was designed to take guests on an educational journey using large-scale photos, graphics and real plants. The goal was to create a sensory experience that was both stimulating and engaging while leaving guests with renewed wonder at the beauty, power and diversity in nature. After passing through the street-level space, guests could wander up to the rooftop farm, see the principles they had just learned demonstrated on a real-life living roof, and have their own transformative living roof experience.
entry
stairs to roof
welcome wall
l arge-scale info pods
exhibit swag
food+drink
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Lisa Hammershaimb
stage+video
food+drink
living roof pl ayhouse
stage+video
resources
living roof pl ants
information wall
living wall
high tables
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design is. . . urban acres
urban acresWelcome to the Urban Acres
exhibit, the graphic design
MFA thesis project of Lisa
Hammershaimb. Explore
the exhibit, learn about the
amazing potential in living
roofs and be inspired by an
Uncommon Ground roof top
farm tour.
Welcome Wall
Guests entering the exhibit are greeted with
the Urban Acres logo growing in sedum. This
living wall is the first place in the exhibit that
guests connect with nature.
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Exhibit Swag
welcome.take one.enjoy.
Guests then pick up information about
the exhibit and some sustainable swag,
generously donated by local companies.
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Intensive Living Roof Intensive Living Roof
Front Side Back
Growing Medium
drainage stones
growing medium
drainage layer
waterproof membrane
roof structure
b deeper soil
b more expensive to build
b heavier weight
b lower slope
b can support human activit y
b require more maintenance
b retain more stormwater
b have more diversit y
Rooftop Info Pod
Intensive Living Roof
Transparent 3D structures explain the
difference between an intensive and
extensive livng roofs and also show the
many layers in each.
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Front Side Back
Extensive Living Roof
drainage stones
growing medium
drainage layer
waterproof membrane
roof structure
b shallower soil
b cheaper to build
b lighter weight
b can have higher slope
b may have limited access
b require less maintenance
b retain less stormwater
b have less diversit y
Extensive Living Roof
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design is. . . urban acres
Front Side
Chicago City Hall
location: Chicago
roof type: Semi-Intensive installation date: 2001
size: 20,300 sq. ft.
As part of an EPA study and initiative to combat
the urban heat island effect and to improve urban
air quality, Mayor Richard M. Daley and the City of
Chicago constructed a semi-extensive living roof
in 2001 on the City Hall building. When compared
to an adjacent normal roof, City Hall’s green roof
was nearly 100 degrees lower, and contributed to
$5,000 in annual energy cost reduction.
The City Hall living roof has over 20,000
herbaceous plants installed as plugs of more
than 150 varieties including 100 woody shrubs,
40 vines and 2 trees—a Cockspur Hawthorn and
Prairie Crabapple. The living roof also has an
apiary and produces honey sold each summer at
the Chicago Farmstand Market.
Back
Living Roof Profile Info Pod
Bright 3D structures with large backlit
photos highlight well-established living
roofs in North America.
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Front Side
Mountain Equipment Coop
location: Toronto
roof type: Intensive installation date: 1998
size: 10,000 sq. ft.
In 1998 Mountain Equipment Co-op (MEC)
relocated their Toronto Store to King Street
West. The store’s 10,000 square foot greenroof
lies over large percentage of flat roof over
the second floor and is a prairie environment
which sustains itself as it would naturally in
the countryside, and is a true symbol of MEC’s
commitment to environmental sustainability.
MEC is a retail cooperative and Canada’s leading
supplier of quality outdoor gear, clothing and
camping equipment. MEC is renowned for a long-
standing focus on social, environmental, and
economic sustainability and has installed living
roofs on several of their retail locations. The
roof is planted with indigenous meadow plants,
flowers and grasses that do not require frequent
watering. The plants offset C02 generation and
the soil helps insulate the building to reduce
heating requirements.
Back
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design is. . . urban acres
living roofsLiving roofs are roofs that trade shingles for sedum and other native plants. They have many positive benefits and can transform a once overlooked space into a lush urban oasis.
rooftop farmsA rooftop farm converts a rooftop to a viable growing space and returns food production to the city.
rooftop benefits
create cool
reduce runoff
restore habitat
farm benefits
short commute
high nutrition
nature connection
roof impact
one square foot removes one ton of carbon monoxid e
four square feet provid e enough oxygen for four people
Information Wall
The main focal wall gives an overview of
living roofs and rooftop farms along with
several benefits of each.
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living wallSedum are very hardy plants and are the most common living roof plant. There are many varieties of sedum. Touch and feel their unique spongy texture.
(For specific sedum types used, refer to
page 4 in your exhibit guide.)
Living Wall
Like the entry, a large living wall provides
a connection with nature and showcases
many different rooftop plants.
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Stage and Video
Videos showcasing living roofs, rooftop
farms and living roof plants play throughout
the evening on a large screen.
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explore moreTake a coloring page below and fill in the different things that you would put on your roof. Would there also be animals?
grow lifeThe living roof playhouse
is a vital tool to nur ture the
curiosit y and play fulness in
children and teach them the
value in sustainable design.
The lower por tion is a fully-
functional hideaway while
the roof top grows a variet y
of sedums, herbs, flowers,
and grasses.
hello sedum!Sedum is a spong y plant that loves to live on a roof. Touch and feel the sedum below. How does it feel to you?
Living Roof Playhouse
The living roof playhouse corner welcomes
kids with sedum to touch, coloring activities
to complete and a playhouse to explore.
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Enjoying the Exhibit
The Exhibit provided an open venue where people could learn more about sustainable design and living roofs, discuss the Chicago sustainable design community, and be inspired by all the possibilities that exist in urban agriculture and unused rooftop space.
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Rooftop Tour
The certified organic rooftop farm is carefully planted out and provides a large portion of the produce used by the restaurant underneath. Two active beehives anchor one corner and have not only been invaluable in pollinating the rooftop plants, but also help in pollinating plants, trees and gardens in the neighborhood.
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Watch. Learn. Wonder. Connecting with nature on a living roof
always makes for a great story. Meet your upstairs neighbors.
The Living Roof Video
audience People at the exhibit and people interested in learning about the
North American living roof movement.
objective
The main objective of the video was to share the stories behind
a few North American living roofs. The video provides interviews
with the creators and end-users of the roofs, plant information,
construction overview and local community reaction. The video
transports viewers to a 6-acre living roof in Canada, a variety of
skyscaper living roofs in Atlanta, and a vibrant rooftop farm in
Brooklyn. The young North American living roof movement is
thriving and every rooftop has a unique story.
typeface Klavika
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design is. . . urban acres
urban acresTHE LIVInG RooF MoVEMEnT
“Vancouver Living Roof” 4:20
A single line transforms itself into an urban skyline. After a short pause, plants begin to grow from rooftops. “DISCOVER NATURE” rises from the buildings. Skyline, plants and type then fade as Urban Acres logo appears.
Video cuts to Vancouver Convention Center Living Roof. Noted landscape architect Bruce Hemstock tells about the rooftop plants and Canada’s living roof movement.
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Read. Learn. Savor. The open, productive space needed to
transform our cities might be quite literally above our heads.
The Living Roof Book
audience People at the exhibit, people new to the living roof movement , and
people interested in learning more about living roofs
objective
The objective of this book was to create an easy-to-understand
overview book on the urban living roof movement. A compilation
of writings from top sustainable architects, landscape architects,
living roof installers, and living roof homeowners, Open SpaCe
introduces the living roof movement through informative text, rich
rooftop photos, and clear information graphics.
typefaces Klavika
Maxime
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Play. Imagine. Create. Nothing is better than kids connecting with
nature and growing up with plants.
The Living Roof Playhouse
audience Creative parents interested in teaching their children about living
roofs and sustainable design.
objective
The main objective of this project was to creeate a small children’s
playhouse to expose kids, and their parents, to sustainable design
and living roofs. The playhouse plans include step-by-step, easy
to follow instructions. Through the building process, parents learn
the basic functions of a living roof. When finished, the playhouse is
both a functional place for kids to play and imagine and a beautiful
addition to a backyard space.
typeface Klavika
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WHy BUILd A living roof?Living roofs are ridiculously cool. They grow plants, they attract birds, they absorb
rainwater and use it to grow the aforementioned plants—but besides that, living
roofs are poised to be a major player in the field of North American sustainable
urban design. Living roofs have been common place in many European countries
for decades because they counteract many of the more harmful outcomes of urban
expansion (heat island effect, animal habitat destruction, sewer system overload,
etc.) but it is only in the last decade or so that living roofs have begun to gain respect
in North America. Many cities have begun offering financial incentives to people
building living roofs and in turn many homeowners and corporations have begun to
realize the numerous benefits in a living roof. Not only do living roofs have amazing
environmental benefits, but they also bring green space back to urban spaces and
can become personal parks—places of renewal and rest in the midst of hectic urban
life. Living roofs are an affirmation that nature and humans can co-exist. A garden
city is not a myth and indeed in the face of growing climate change and planetary
distress may be our only hope.
In choosing to build a living roof on something even as simple as a playhouse, you are
joining a movement that has the potential to change the face of cities everywhere.
Why can’t rooftops be meadows? Why can’t buildings be more like trees? Why can’t a
grassroots movement change the face of urban centers everywhere? At Urban Acres
we believe that all this and more is possible. Thank you for choosing to create a living
roof playhouse and for seeing the potential that is, quite literally, right above our
heads. Our hope is that you too can marvel at the beauty and power of nature that
your living roof playhouse brings and consider putting a living roof on your own home.
living roof benefits
b
b
b
b
b
b
create coolby reducing the ambient reflected rooftop temperature.
by retaining up to 90% of water that falls during rainstorms.
absorb rainwater
by creating a place for birds and bees to live.
restore habitat
in edible plants that can be freshly picked when grown on a rooftop.
increase nutrition
by removing food deserts from urban spaces.
reduce commute
through the building and maintaining of plants and soil.
promote activity
part 1: building the foundation
1. Clear your space and dig your trench. Clear an 8 ft. by 10 ft. space for building your playhouse. A flat surface is best.
Inside the cleared space, dig 6 inches down so you have a rectangle that is 8 ft. x 10ft. x 6 in.
2. Set your foundation stones. Set your four concrete blocks into the four corners of your cleared space.
These will be the foundation for your playhouse.
10 ft.
8 ft.6 in.
hh h h
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No worthwhile journey is ever undertaken alone. It ’s impossible
to become more than you are without the encouragement and
constant support of a strong community.
Thank you to all of my instructors and my classmates, especially
Aran Baker, Carolina de Bartolo, Laura Loper and Jeremy Stout.
Your patience, passion and strong commitment to excellence is
inspiring. Thanks to the Chicago sustainable design community,
especially Helen and Michael Cameron and everyone at the Devon
location of Uncommon Ground. My largest graphic design creation
to date would not have been possible without all your generosity.
Thanks also to my team at Willow for reminding me that no task is
impossible with some friendly support and a sense of humor. And
last but certainly not least, thank you to my great family for the
cheers, endless love, inspirational mountain trips, coffee surprises,
and a million other delightful mundane moments. You have shown
me that life is best navigated from a place of both deep joy and
profound gratitude.
This book was designed by Lisa Hammershaimb using both Posey, a typeface by
Lisa Hammershaimb inspired by her two small puppies, Posey and Bella, and Myriad
Pro, a clean humanist sans-serif typeface designed by Robert Slimbach and Carol
Twombly. Together, the type combination conveys a bold and graphic yet casual
quality. All of the photographs were taken by Chicago photographer, Kyle LaMere, of
I Shoot Rockstars (ishootrockstars.com) with the exception of the aerial photograph
shown on page 64 which was taken by Portland photographer, Casey Cunningham
and the aerial photography on pages 76, 94, and 95 which was taken by Chicago
photographer, Zoran Orlic of ZeroStudio (zerostudio.net). This book was bound by
A&H Bindery in Broadview, Illinois.
Lisa completed her MFA at the Academy of Art University in San Francisco over the
course of four years. Her thesis advisors were: Jeremy Stout, Brian Majeski, Marc
English, Carolina de Bartolo, and Aran Baker.
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