After extensive research you will create a set of actionable design keywords and a concept. These keywords and your concept are your communication goals for the project. These communication goals will drive your design. This is how you create a visual language that corresponds to your concept and engages your viewers.

1. Design Process
How to move from
keywords and concepts
to initial sketches.
Begin 1

2. What is this?
After extensive research you will create a set of actionable design
keywords and a concept. These keywords and your concept are
your communication goals for the project. These communication
goals will drive your design.
This is how you create a visual language that corresponds to your
concept and engages your viewers.
Intro 2

3. Refresher:
Part 1:
Understand Research
Focus
Part 2:
Inspiration Exploration Direction
R1 3

4. Our Objective:
Part 1:
Understand Research
Focus
Part 2:
Inspiration Exploration Direction
Ob1 4

5. Pulls / Moodboards / Inspiration
_ Use keywords to find visual ideas and inspiration to “pull” from
_ “Pull” from great design, pop culture, architecture, folk art, etc. Find things that
relate to your keywords and your concept. Find things that are compelling or
give you ideas.
_ Find type, image, composition, formats, materials, color paletes, etc
_ Stay focused on the keywords and your concept
_ Be open to where ideas can lead you
Execution: Step 1
5

6. Initial Exploration
_ Play! (But stay on target)
_ Develop and expand on visuals and ideas from your pulls/moodboards
_ Try things out
_ Think big
_ Have a range and a variety of type, compositions, image treatments and ideas
_ Sketch and then make rough sketches on the computer showing type and
image usage.
_ Then do more
Execution: Step 2
6

7. The Concept / Keywords
_ Project: Safeway CSR Brochure
_ Keywords: ingredients, personal, baking
_ Concept: Going through the baking process will serve as a metaphor for Safeway’s
CSR efforts. Thoughtful choices equate to measuring ingredients and considering their impact upon their surroundings. Their efforts result in a sense of personal
involvement in the community.
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8. Pulls / Moodboard
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9. Initial Sketches
Dear
Dear • Safeway • Stakeholder
Last year, we introduced Safeway’s first con
research, and as one of the largest corporate
-
(MDA), we have raised more than $42 million in
report highlighting our progress on a range of
Ingredient s
for Lif e
affect more than 1 million Americans.
We understand CSR is a process that mirrors our
-
ness with being responsible stewards of the planet
and communities we serve.
In 2009, we opened our first store built to
Leadership in Energy and Environmental Design
(LEED) Gold Standards in Santa Cruz, California,
We recently formed a cross-functional CSR
and have plans to register additional stores for
Taskforce of senior leaders across the company
LEED certification in 2010. We continue to look
to build on and, in some cases, accelerate our
for innovative ways to reduce our carbon foot -
efforts in sustainable business practices and
print. For our efforts, we were named to the Dow
corporate citizenship. We are also the first U.S.
Jones Sustainability Index North America, and
based grocery retailer to join The Sustainability
were also recognized by Newsweek as one of the
Consortium to support the collaborative develop -
FOR LIFE
Last year, we in trod uced Safewa y’s first con-
an effort to defeat neuromuscular diseases that
sustainability and social responsibility fronts.
INGREDIENTS
“Greenest Big Companies in America.”
ment of a sustainable global supply chain.
In
dien
g re
sponsors of the Muscular Dystrophy Association
solidated corporate social responsibility (CSR)
ongoing efforts to balance the needs of our busi
Dear
Safeway
Stakeholder
As we look ahead, we see opportunity to build on
for
solidate d corporat e soci al re sponsibili ty (CSR)
L
report highlighti ng our prog ress on a range of
sustainabili ty and socia l re sponsibili ty fron ts .
We un dersta nd CSR is a pr oces s that mirror s our
ongoing ef fort s to balanc e the ne eds of our bu si
ife
ts
• S a fe
w ay •
Sta
ke h o ld
La st
year,
we int
solida
ro du
te d co
ced Sa
rpor ate
few ay’
report
s first
social
highli
co nre spo
ghti ng
sus tai
n sibili
nabi
our pro
ty (C
lity an
g ress
We un
SR )
d soc
on a
de rst
i al res
range
an d CS
ponsi
ongo
of
bi lity
R is a
ing ef
pro ces
for ts
fronts
ne ss
to ba
.
s tha
wi th
lan ce
t mi rro
be ing
the ne
an d co
rs ou
re spo
ed s of
r
mmun
nsi ble
our bu
itie s
stewa
si we ser
rds of
ve.
the pla
n et
er
-
ness with being re sponsible stewards of the planet
and communitie s we serve.
We recently formed a cros s- func tion al CS R
Task forc e of senior leader s ac ross the company
to build on and, in some cases, accelerate our
ef fort s in su st ainable bu sine ss pr actice s an d
corporat e citi zenship. We ar e al so the first U. S.
In fact, Safeway has a history of leadership and
our already strong reputation as a CSR leader in
innovation in CSR. For example, we were the first
the grocery retail sector. We will remain alert to
base d grocer y re tailer to join The Su st ainabili ty
and only retail grocer to join the Chicago Climate
developments in environmental, socially respon -
Consor tium to supp ort the collab orative develo p-
Exchange. We were one of the first members of
sible and ethical business practices—and eager to
adapt our business appropriately.
ment of a su st ainable glob al supp ly chain.
Feeding America and have been assisting people
with disabilities through Easter Seals and other
community-based organizations for nearly 25
years. Since 2001, we have raised more than
$132 million for breast and prostate cancer
Introduction
In fact, Safeway ha s a hi stor y of leader ship an d
Thank you for taking the time to read this report.
innova tion in CSR. For ex ample, we were the first
Sincerely,
and on ly retail grocer to join the Chicago Climat e
Stephen A. Burd
Exchange. We were one of the first mem bers of
Chairman, President, and CEO
Feeding Americ a and have been assisting peopl e
with di sabiliti es throug h Eas ter Seals and othe r
community-base d organization s for ne arly 25
Safeway 2010 CSR Report
3
6
4
5
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10. Our Objective:
Part 1:
Understand Research
Focus
Part 2:
Inspiration Exploration Direction
Ob1 10