Awareness: Observe the current situation and emerging trends through the filter of cultural differences.

Sensitivity: Adapt and evolve to meet the preferences and behaviors of different audiences.

Integration: New expressions that work to create desired perceptions may not look the same for different audiences.

Assessment: Create advocacy teams and communication groups that provide feedback that expresses the values and needs of the audience.

Verification: Look at consumption patterns and relate user experiences to goals. Determine if the audience is served and if there is a tangible benefit to all.

Project Profile in Big Goals: Sustainability

Nickelodeon Magazine Illustrations designed by Jessica Hische / San Francisco, California, USA

Nickelodeon Magazine Illustrations

Jessica Hische, a designer/illustrator in San Francisco, draws type, editorial illustrations, and designs pretty things. For the April issue of Nickelodeon Magazine, a companion to the children's television network, Hische created Pro-Environment Seed Packets for plants that don't currently exist, but would help make the world a greener place. The creative brief from magazine senior designer, Caitlin Keegans, reads: Venus Can Trap (Aluminus Devouris): The only flower that eats metal. Never needs watering. Keep cell phones, iPods, loose change, helicopters, and aluminum siding away from plant. The Power Plant (Voltagius Florus): This gorgeous perennial will brighten up your home … literally. It's easy, just plant your Power Plant, water it, and in a month all your electrical needs will be taken care of. The long graceful petals accept AC/DC plugs. Keep away from bathtubs, pools, and peeing dogs. Rainshower Flower (Delugius Irrigatius Maximus): This glorious, powerful hybrid of the sunflower is perfect for the desert or any dry clime. Plant grows to 100 feet tall and then continually erupts in refreshing, fragrant rainfall. Great for watering farmland and for refilling empty bottles of expensive water. Guaranteed to keep fields moist, rivers flowing, and shoes soaked. Plant in area with proper drainage.