Begin 1

How to move from keywords and concepts to initial sketches.

Design Process

Intro 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.

R1 3

Refresher:

Understand Research Focus

Part 1:

Part 2:

Inspiration Exploration Direction

Ob1 4

Our Objective:

Understand Research Focus

Part 1:

Part 2:

Inspiration Exploration Direction

_ 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

Pulls / Moodboards / Inspiration

_ 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

Initial Exploration

_ 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 consider-

ing their impact upon their surroundings. Their efforts result in a sense of personal

involvement in the community.

C1 7

The Concept / Keywords

C1 8

Pulls / Moodboard

C1 9

Initial Sketches

Last year, we introduced Safeway’s first con -

solidated corporate social responsibility (CSR)

report highlighting our progress on a range of

sustainability and social responsibility fronts.

We understand CSR is a process that mirrors our

ongoing efforts to balance the needs of our busi -

ness with being responsible stewards of the planet

and communities we serve.

We recently formed a cross-functional CSR

Taskforce of senior leaders across the company

to build on and, in some cases, accelerate our

efforts in sustainable business practices and

corporate citizenship. We are also the first U.S.

based grocery retailer to join The Sustainability

Consortium to support the collaborative develop -

ment of a sustainable global supply chain.

In fact, Safeway has a history of leadership and

innovation in CSR. For example, we were the first

and only retail grocer to join the Chicago Climate

Exchange. We were one of the first members of

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

research, and as one of the largest corporate

sponsors of the Muscular Dystrophy Association

(MDA), we have raised more than $42 million in

an effort to defeat neuromuscular diseases that

affect more than 1 million Americans.

In 2009, we opened our first store built to

Leadership in Energy and Environmental Design

(LEED) Gold Standards in Santa Cruz, California,

and have plans to register additional stores for

LEED certification in 2010. We continue to look

for innovative ways to reduce our carbon foot -

print. For our efforts, we were named to the Dow

Jones Sustainability Index North America, and

were also recognized by Newsweek as one of the

“Greenest Big Companies in America.”

As we look ahead, we see opportunity to build on

our already strong reputation as a CSR leader in

the grocery retail sector. We will remain alert to

developments in environmental, socially respon -

sible and ethical business practices—and eager to

adapt our business appropriately.

Thank you for taking the time to read this report.

Sincerely,

Stephen A. Burd

Chairman, President, and CEO

Safeway 2010 CSR Report � 3

I N G R E D I E N T S

FOR LIFE

Dear • Safeway • Stakeholder

Ingredients for Life

DearSafeway Stakeholder

Last year, we in trod uced Safewa y’s first con-

solidate d corporat e soci al re sponsibili ty (CSR)

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 proces s that mirror s our

ongoing ef fort s to balanc e the ne eds of our bu si -

ness with being re sponsible stewards of the planet

and communitie s we serve.

We recently formed a cros s- func tion al CSR

Taskforc 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.

base d grocer y re tailer to join The Su stainabili ty

Consor tium to supp ort the collaborative develo p-

ment of a su stainable glob al supp ly chain.

In fact , Safeway ha s a hi story of leader ship an d

innova tion in CSR. For ex ample, we were the first

and on ly retail grocer to join the Chicago Climat e

Exchange. We were one of the first mem bers of

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

Ingredients

for Life

Dear • Safeway • StakeholderLast year, we introduced Sa feway’s first con-

solidate d corpor ate social respon sibili ty (CSR)

report highlighti ng our prog ress on a range of

sustainabi lity and soci al responsibi lity fronts .

We un derstand CSR is a process that mirrors our

ongoing ef forts to balance the ne eds of our busi -

ness wi th being re sponsi ble stewards of the plan et

and communitie s we serve.

5

6

4

Introduction

Ob1 10

Our Objective:

Understand Research Focus

Part 1:

Part 2:

Inspiration Exploration Direction