Bazeley, PORTFOLIO_DesignStrategy-USA, Roger Bazeley, Consultant

2/14/2011 DesignStrategy-USA 1

DesignStrategy-USA: Portfolio

Roger Bazeley

Project Portfolio


DesignStrategy-USA: Portfolio

Roger M. Bazeley, M.S.T.M., M.S.I.D., C.T.S.M.

Corporate Design/Brand Marketing (IDSA)Transportation: Planning, Policy, Design, Safety and Marketing

USA: San Francisco, San Diego, New York (Associates)Europe/Asia: London, Tokyo, Athens (Affiliates/Representatives)

USA Contact: Roger M. Bazeley1000 Green Street-Suite 501, SF CA 94133415.673.3652, [email protected]


DesignStrategy-USA

GOAL: To develop strategic positive marketing communications programs, branding, and industrial design services to improve client products, communications, and service delivery.

Consulting Experience

Corporate IdentityCorporate Marketing CommunicationsProduct Design-PackagingIndustrial Design – Human FactorsTransportation: Policy, Planning, Design and MarketingSchool and Community Pedestrian and Traffic SafetyRetail Store Design and Transit Oriented Development


Mission Statement

To create positive, effective, and clear marketing communications and innovative product design for our clients which result in improved products, services, and profitability growth driven by motivated employees and satisfied customers.


DesignStrategy-USA: ExperienceRoger Bazeley, IDSAM.S.T.M., M.S.I.D., C.T.S.M.

Marketing Communications - Industrial Design Consultant

30 Years of International Design Experience – MarCom, ID, CI, Architecture, Transportation Design

Developed over $2.5 Billion in profitable new products and expanded worldwide markets by launching over 2,000 new products including: MarCom/Advertising Programs, Urban Safety Design

Projects Included: NYPD Identity Program, NYC MTA MarCom Program, Pan Am, Atlantic Avenue NYC Urban Renewal Projects, The School Traffic and Pedestrian Safety Improvement Project – SF/PTA Director


Industrial Design Professional


Who’s Who

Roger M. Bazeley – Director & Design/Marketing ConsultantNoriko Nakagomi – Partner & VP Finance, SF/Tokyo George Komodikis, Representative – New York/London/Athens Affiliate MadisonHoldings, Ltd. – Venture Capital Partner/ConsultantAlan Polanger, CPA – Finance/AuditorYasaunari Nakagomi – Design Associate/Artist - Tokyo


Public Safety Product Designs/Concepts

Design/Photos: Roger Bazeley

Signal-Stat’s “DualCom”Emergency Aerodynamic Modular Light rack system


NYC Urban + Public Safety Designs/Concepts

Designed and implemented public safety Identification and fleet markings for NYC’s NYPD, FDNY, EMS, and Traffic Enforcement Agency.


FDNY – Graphic Concepts/Fleet

Current Application

Current Application


Transportation Concepts/Design

Specified/designed 3M red ”Scotchlite” reflective fleet safety markings for SFMTA’s MUNI bus fleet. NYC MTA new Long Island Rail identity and lead engine design, subway noise and heat reduction system, and subway container urban deliver concepts.


Transportation ResearchBRT/Rapid Bus Impacts on Transit Corridor Businesses

A Business Impact Survey and Comparison of Implemented BRT/Bus Improvements on:

AC Transit’s Alameda City, Webster Street, Route 61 Corridor AC Transit’s San Pablo Avenue Rapid Bus R72, Route 123 Corridor LA Metro’s Wilshire Blvd. Metro Rapid 720, CorridorSF MUNI, Proposed Geary Blvd. Corridor BRT, Pre-BRT Impact Survey

Mineta Transportation Institute - Roger McKean Bazeley, M.S.T.M. Research Project 2007Author & Principal Investigator


Corporate Identity:Lexington Marine Transport, Charter Bank, Pan Am, NART/MTA


Corporate IdentityLexington Marine Transport


Corporate IdentityCharter New York Bank/Irving Trust, NYC

CI Design Elements & New Office Interior Graphics


Corporate IdentityPAN AM – JFK Airport Signage Program, Fleet Graphics

Design Audit, Graphic CI Elements Installed


Corporate IdentityMTA – NYC/NART Signage/Fleet Graphics Concept Design


Corporate IdentityCalifornia Financial - San Francisco

Logos, Signage, Print/AD, Interiors: 2,500 sq. ft.


Corporate IdentityMADISON HOLDINGS, Ltd., NYC, London, Athens


Corporate IdentityGROUPE SCHNEIDER, USA, INC. NYC, Paris, Montreal

Corporate CI, Signage, Interior Elements

Project Manager/Consultant


Corporate IdentityElbrus Technologies: San Rafael/CA, Moscow, St. Petersburg, Novosibirsk/RU


Corporate IdentityElbrus Technologies: San Rafael/CA, Moscow, St. Petersburg, Novosibirsk/RU


Corporate IdentityAGI, Aqua-Tec

AGI-Audio General Inc. Product Design, Branding and Corporate Identity Program

Aqua-Tec Packaging and Corporate Identity Program


Corporate Exhibit DesignWARNER HOME VIDEO

Designed and Installed: CES Las Vegas 2,500 Sq. Ft. exhibit area $250K


Packaging DesignConcepts, Prototypes, Mock-ups,

Watercolor kits/toys

Post-Cereal in a single serving thermo-formed container/print foil top. Multi-pack (6) units

Video Game Packaging

Soap Packaging, Natural ingredients Non-allergic

Acrylic Prototypes


Corporate Identity/RetailTriangleSports: Brooklyn, New York (Urban Renewal Project)

Original 1875 Building Pre-Renewal; Project Sponsor: Brooklyn Union Gas

4 Locations: Design/Project PM—Sales Increased 25%-36%


Retail: Store Design L’espirt d’homme: Brooklyn, New York

Store Renovation: Graphics, Logo—Sales up 36%


Retail: Wm. Newman Gifts Wm. Newman Gifts: Oakland, California (Kaiser HQ)

Store Design:

Construction PM HVAC, Signs, Plans, Logo/Graphics, Custom displays—

Budget $100,000


Retail: Store Design/CILumenKraft: Brooklyn, New York

Store Design, Graphics, Interiors, Displays, Print/AD, Construction PM---Sales increased 45%


Retail: Restaurant DesignChicken Gourmet: New York, New York

Designed: multiple store locations: CI/Graphics, Neon, Menu, Interiors, Construction PM—Sales up 200% at primary location.


Retail: Restaurant DesignThe Garden/Mediterranean Cuisine: Novato, CA (Marin)

Designed: CI/Graphics, Menu, Interiors, Construction PM—Sales up 75%

*Building was a former converted Gas Station


Retail: Restaurant DesignThe Garden/Mediterranean Cuisine: Novato, CA (Marin)

Designed: CI/Graphics, Menu, Exterior/Interior, Construction PM—Sales up 75%


Retail: Restaurant DesignOn The Bridge: Japan Town-San Francisco (Japanese)

Designed: Theme: Anime Jazzy Café”CI/Graphics, Menu, Advertising, Signs, Fixtures, Displays, Exterior/Interior, Construction PM—Sales up 35%


Retail: Restaurant DesignOn The Bridge: Japan Town-San Francisco (Japanese)

Designed: Theme: Anime Jazzy Café”CI/Graphics, Menu, Advertising, Signs, Fixtures, Displays, Exterior/Interior, Construction PM—Sales up 35%


Retail: Trapp OpticalTrapp Optical: Scarsdale, New York

Designed: CI/Graphics, Custom Optical Displays, Architectural Design store Exterior/Interior. Construction PM. 964 sq. ft. contained retail sales, dispensing, and fitting areas (3), customer waiting area, lab area for lens edging and repair, employee bathroom, HVAC system. Store built in 5 weeks for $69,000. Sales up - $1.2M annually (2nd year).

*First Installation: Major Construction (Historic Building) Published 20/20 Optical Magazine


Retail: Trapp OpticalTrapp Optical: Scarsdale, New York (Second Installation)

Designed: CI/Graphics, Custom Optical Displays, Architectural Design store. Exterior/Interior. Construction PM. 964 sq. ft. store contained retail sales, dispensing, and fitting stations, customer waiting area, lab area for lens edging and repair, employee bathroom, HVAC system. Store re-furbished 12 years from it’s original installation to expand frame displays, storage, and new “natural look”. Sales up 50% from original sales volume

*Second Installation: New Custom Displays, carpet, and paint


Retail: Trapp OpticalTrapp Optical: Greenwich, Connecticut

Designed: CI/Graphics, Custom Optical Displays, Architectural Design store Exterior/Interior, Construction PM—Sales $3.2M up 50% from original sales volume. 1,600 sq. ft. (store width 10’, multi-level) contained retail sales, dispensing, and fitting areas (3), customer waiting area, exam rooms, contact lens area, testing area, children's area. lab area for lens edging and repair, bathroom, HVAC system. $147,000


Retail: A.R. Trapp OpticalTrapp Optical: Madison Avenue, New York

Designed/Renovated: Branding Theme-Polo by Ralph Lauren; CI/Graphics, Custom Optical Displays, Architectural Design store Exterior/Interior, Construction PM—Sales $2.2M up 50% from original sales volume. 964 sq. ft. (store width 16’) contained retail sales, dispensing, and fitting areas (3), customer waiting area, lab area for lens edging and repair, bathroom. Budget $47,000


Retail: Trapp OpticalTrapp Optical: Mamaroneck, New York

Designed/Renovated: Branding Theme “Accent on Eyewear”; CI/Graphics, Custom Optical Displays, Architectural Design store Exterior/Interior, Construction PM—Sales up 38% from original sales volume. 1,200 sq. ft. (store width 16’) contained retail sales, dispensing, and fitting areas, customer waiting area, exam area, lab area for lens edging and repair, bathroom. Budget $57,000, Equipment $47,000.

Published: 20/20, Retail Merchandising


Retail: SP OpticalSP Optical: Yonkers, New York

Designed/Renovated: Branding Theme “High-Tech Optical on a Budget””; CI/Graphics, Custom Optical Displays, Architectural Design store Exterior/Interior, Construction PM—Sales up 42% from original sales volume. 1,475 sq. ft. contained retail sales, dispensing, and fitting areas (3), customer waiting area, exam area, lab area for lens edging and repair, bathroom, HVAC. Budget $37,000, Equipment $47,000.

Published 20/20


Retail: Manhattan OpticalManhattan Optical: Chinatown, New York City

Designed/Renovated:

CI/Graphics, Custom Optical Displays, Architectural Design store Exterior/Interior

Branding Theme “Manhattan Optical –Making More out of Less”. Optical business downsized from 5,000 sq. ft. into a space one third in size within Chinatown. Customer base shifted to Asian and Latino customers.

Sales up 32% from original sales volume. The new 1,375 sq. ft. space contained retail sales, dispensing, and fitting area, customer waiting area, 2 exam rooms, lab area for lens edging and repair, bathroom, HVAC, basement storage, break-room, lab.

Budget $67,000, Equipment $47,000.

Published 20/20


Retail: Manhasset OpticalManhasset Optical: Manhasset, New York

Designed/Renovated:

CI/Graphics, Custom Optical Displays, Architectural Design store Exterior/Interior

Branding Theme “High-Tech Optical – Putting Business On the “tech Track” Optical renovation of existing business

Sales up 28% from original sales volume. 1,675 sq. ft. contained retail sales, dispensing, and fitting areas (3), customer waiting area, 2 exam rooms, lab area for lens edging and repair, bathroom, Budget $37,000, Equipment $57,000.

Published 20/20


Urban Multi-use/HousingALANTIC GARDENS, Brooklyn, NY “Preservation Project”

14 Buildings Saved, Housing plus Retail

Photos: Roger Bazeley


Retail Development/DesignSpring-Hill Village, Grass Valley-CA

Project: Architectural Design, Building Renovation and New Construction specifications, project management, signs-logo/identity design, local zoning board approvals. Results: $10M Project increased land value, retail rentals, community use.


Retail Development/DesignSpring-Hill Village, Grass Valley-CA (2nd Renovation)

Second phase: project renovation, expansion improvement and repaint with new “Serra Gold Country”color scheme. 10th

year maintenance plan implemented.


New Development/MarComSilverado Crest Estates, Napa Valley-CA


New Development/MarComSilverado Crest Estates, Napa Valley-CA

Build-out Completed with a total of 26 Lots $345K-$575K

Executive Custom Homes $1.2M-$4.5M


COOP/Luxury Pied-à-terreScelzo Loft COOP, Greenwich Village, New York City

Design/Interior

2,400 Sq. Ft. Loft 2 floors $480,000

Custom Furniture, Fixtures, $14,000 in Custom Neon Designed by RMB and fabricated by “Let There Be Neon” a famous NYC Neon Co.

Published In:

Interior Design Magazine, DOMUS Magazine of Architecture-Italy, Style for Living-Whitney Books, Newsday, Home…


COOP/Luxury Pied-à-terreScelzo Loft COOP, Greenwich Village, New York City

Design/Interior: 2,400 Sq. Ft. Loft 2 floors $480,000; Custom Furniture, Fixtures, $14,000 in Custom Neon Designed by RMB and fabricated by “Let There Be Neon” a famous NYC Neon Co.

Published In:

Interior Design Magazine, DOMUS Magazine of Architecture-Italy, Style for Living-Whitney Books, Newsday, Home…


COOP/Luxury Pied-à-terreSherman M.D. Multi-Media COOP, New York City

Design/Interior

1,400 Sq. Ft. 1 Bedroom $1.4M

Custom Furniture, fixtures, $140,000. Custom Neon Designed by RMB and fabricated by “Let There Be Neon” famous NYC Neon Co.

Published In:

Interior Design Magazine, DOMUS Magazine of Architecture-Italy, Multi-Media Magazine…


COOP/Luxury Pied-à-terreSherman M.D. Multi-Media COOP, New York City

Design/Interior: 1,400 Sq. Ft. 1 Bedroom $1.4M Published In: Interior Design Magazine, DOMUS Magazine of Architecture-Italy, Multi-Media…


R E A C T I O N + P E R C E P T I O N = R E S P O N S E

PUBLIC SAFETY: DESIGN, POLICY and COMMUNITY RELATIONS Programs: NYPD, SFPD


NYPD: Identity + Safety Program

Implemented Program Results: $25M annual savings, increased safety and positive community relations. *Note: Project initiation based on Pratt Institute M.S.I.D. Thesis Research Project


NEW NYPD-Patrol Car: Blue + White3M Reflective Decals/Stripe 72-97

R.M. BazeleyR.M. Bazeley--Designer/Consultant: NYPD Designer/Consultant: NYPD Vehicle Fleet 3MVehicle Fleet 3M--Graphics and SignalGraphics and Signal--Stat Stat

““DualDual--ComCom”” Light Rack DesignLight Rack Design

RESULTS: New SignalStat “Dual-Com”emergency Light-rack competed successfully against Federal-Sign’s unit: Product-line sales up 26%


NYPD-Vehicle Safety DesignReflective 3M Decals + New Emergency Light Racks

Concept to ImplementationConcept to Implementation

Roger Bazeley, DesignerRoger Bazeley, Designer


NYPD – Police Vehicle 1972-97

Japanese Model of New NYPD Patrol Car based on NYPD implemented Fleet Graphics Design


NYC – Implemented City Public Safety - 74


NYPD – Vehicle FleetBefore and After New Design


NYPD Blue – Vehicle Fleet

““NYPD BlueNYPD Blue”” Fleet Graphic Design 25 Year lifespan before 2000 Fleet Graphic Design 25 Year lifespan before 2000 Blue Graphics on White Format RevisionBlue Graphics on White Format Revision


COST SAVINGS:

$25M Annually Maintenance, Repairs, Accident Reduction, Traffic Pedestrian Liability, Downtime…


NYPD - Emergency Service + Aviation Units


NYPD 2000 Design Traffic UnitAll White Body + Blue reflective Decals



NYPD – White Vehicles + BlueReflective Decals and Markings


NYPD-2004 NYC Night & Day



NYPD – Operations, Mobile-HQ2004 Urban Security Alert



UK – High Visibility Graphics

Stratford Upon Avon-Cotswold's County/Town Police

GOAL: Improve All-weather/Night Safety, Patrol visibility/identity



UK Police Vehicles – Safety Graphics



SFPD – New Community Goals


SFPD – Image Renewal Elements

Safety – Service – Equality

POLICEPOLICE

SFPDSFPD

SFPD-Fleet Identity Program:


SFPD – Patrol Car Concept

Roger Bazeley, Designer

2004 Proposed Program



SFPD – Vehicle Concepts



SFPD – Vehicle Concepts



SFPD – Mobile Command 2



SFPD – New Design Strengths

Visually Safer Night and Day – Intersections – 911 RunsRenewed Image and Identity – Phoenix Symbol of RenewalSFPD Community Public Safety Mission Slogan

SAFETY – SERVICE – EQUALITYCommunications Clarity In Messaging – Public Safety/Emergency Priority

3M Reflective Yellow Safety Stripe, Red Emergency Accent – Safety LookPolice Blue the – Positive Color – “Fine Blue Line”

International Color for Police


SCHOOL TRAFFIC AND PEDESTRIAN SAFETY IMPROVEMENT PROJECT – SAN FRANCISCO

1994-2009


Thinking Out of The Box: SignsProposed New School Zone Signs – DesignStrategy-USA

APPROVED

3M Feedback signs

Proposed School Zone

Signs

APPROVED

4,000+ PED-Countdown Signals to be Installed at key school and PED crossings DPT/AAA/PTA

APPROVED

Designed: SCHOOL BUS LOADING SIGN and SCHOOL PASSENGER LOADING SIGNS for San Francisco School Zone installation. Approvedfor experimental testing 2/25/2007 by Caltrans.


Safe Routes Site Plan Presidio Middle School SF


School Site ImprovementsBold/Yellow School LADDER crosswalks



Before and AfterSchool PED Safety Improvements


School Route – Side Walk Safety Improvements

Sidewalk ADA Safety Issues solved with increased width and bollards (yellow)

Clarendon Ave. Pump Station $7.5MM Sidewalk $45K

Ladders & PED Tactile Strips


Project Sidewalk improvement for “Safe Routes to School” from Clarendon Elementary School - Concept and Design: Roger Bazeley


School Yellow LADDER Crosswalks +FYG PED signs + Countdown Signals = 24/7 Awareness

FYG DOT School Signs

PED Countdown

Signals

Photos: Roger BazeleyProject Director/Manager

RESULTS: Implemented Improvements contributed to an overall 43% reduction in citywide vehicle pedestrian fatalities over a 5 year implementation period. K-12 school traffic injuries and fatalities dramatically decreased further.


Three levels for intervening:

UpstreamInfluence overarching policies, practices and processes

MidstreamInterject safety issues into current project design & implementation

DownstreamRetrofit existing problems withnew technology


Neighborhood/City/Region

Downtown/Strip Mall/School Site

Street/SchoolRoute/Intersection

Influence over-arching policies, practices. plans, and processes

Interject safety design issues into current or future project implementation

Retrofit existing problems with new technologies and modernization

Scale of Impact Varies

Upstream Midstream Downstream


Project Benefits: Safer CommunitiesWorkshops, School/Community Audits, Building Active Partnerships

BE IN

VOLV

ED

BE INOVATIVE



Other Resources-Safety Projects

Community PartnershipsIndustrial Design and ArchitecturalCD-ROM Strategies and Resource Toolkit

School Traffic and Pedestrian Safety Improvement ProjectPublic Safety Improvement ProjectTransportation Safety and Marketing Improvement Project


Summary – Safety Improvement Projects

Innovation in Problem SolvingOut of the Box SolutionsBuilding Community PartnershipsAdvocates for Positive Change and improvements in safety for our most vulnerable populations of school children, seniors, and the disabled