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9/15/2016 DesignStrategy-USA 1
DesignStrategy-USA: Portfolio
Roger Bazeley
Project Portfolio
9/15/2016 DesignStrategy-USA 2
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. Bazeley 1000 Green Street-Suite 501, SF CA 94133 [email protected]
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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 Identity Corporate Marketing Communications Product Design-Packaging Industrial Design – Human Factors Transportation: Policy, Planning, Design and Marketing School and Community Pedestrian and Traffic Safety Retail Store Design and Transit Oriented Development
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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.
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DesignStrategy-USA: Experience
Roger Bazeley, IDSA M.S.T.M., M.S.I.D., C.T.S.M., C.H.S.R.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
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Industrial Design Professional
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Who’s Who
Roger M. Bazeley – Director & Design/Marketing Consultant
Noriko Nakagomi – Partner & VP Finance, SF/Tokyo
George Komidikis, Representative – New York/London/Athens Affiliate Madison Holdings, Ltd. – Venture Capital Partner/Consultant
Alan Polanger, CPA – Finance/Auditor
Yasaunari Nakagomi – Design Associate/Artist - Tokyo
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Public Safety Product Designs/Concepts
Design/Photos: Roger Bazeley
Signal-Stat’s “DualCom” Emergency Aerodynamic Modular Light rack system
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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.
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FDNY – Graphic Concepts/Fleet
Current Application
Current Application
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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.
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Transportation Research BRT/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, Corridor SF MUNI, Proposed Geary Blvd. Corridor BRT, Pre-BRT Impact Survey
Mineta Transportation Institute - Roger McKean Bazeley, M.S.T.M. Research Project 2007 Author & Principal Investigator
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Corporate Identity: Lexington Marine Transport, Charter Bank, Pan Am, NART/MTA
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Corporate Identity Lexington Marine Transport
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Corporate Identity Charter New York Bank/Irving Trust, NYC
CI Design Elements & New Office Interior Graphics
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Corporate Identity PAN AM – JFK Airport Signage Program, Fleet Graphics
Design Audit, Graphic CI Elements Installed
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Corporate Identity MTA – NYC/NART Signage/Fleet Graphics Concept Design
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Corporate Identity California Financial - San Francisco
Logos, Signage, Print/AD, Interiors: 2,500 sq. ft.
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Corporate Identity MADISON HOLDINGS, Ltd., NYC, London, Athens
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Corporate Identity GROUPE SCHNEIDER, USA, INC. NYC, Paris, Montreal
Corporate CI, Signage, Interior Elements
Project Manager/Consultant
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Corporate Identity Elbrus Technologies: San Rafael/CA, Moscow, St. Petersburg, Novosibirsk/RU
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Corporate Identity Elbrus Technologies: San Rafael/CA, Moscow, St. Petersburg, Novosibirsk/RU
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Corporate Identity AGI, Aqua-Tec
AGI-Audio General Inc. Product Design, Branding and Corporate Identity Program
Aqua-Tec Packaging and Corporate Identity Program
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Corporate Exhibit Design WARNER HOME VIDEO
Designed and Installed: CES Las Vegas 2,500 Sq. Ft. exhibit area $250K
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Packaging Design Concepts, 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
9/15/2016 Design Strategy-USA U.S. Copyright 2016 Roger Bazeley
26
Corporate Identity/Retail TriangleSports: 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%
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Retail: Store Design L’espirt d’homme: Brooklyn, New York
Store Renovation: Graphics, Logo—Sales up 36%
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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
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Retail: Store Design/CI LumenKraft: Brooklyn, New York
Store Design, Graphics, Interiors, Displays, Print/AD, Construction PM---Sales increased 45%
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Retail: Restaurant Design Chicken Gourmet: New York, New York
Designed: multiple store locations: CI/Graphics, Neon, Menu, Interiors, Construction PM—Sales up 200% at primary location.
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Retail: Restaurant Design The Garden/Mediterranean Cuisine: Novato, CA (Marin)
Designed: CI/Graphics, Menu, Interiors, Construction PM—Sales up 75%
*Building was a former converted Gas Station
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Retail: Restaurant Design The Garden/Mediterranean Cuisine: Novato, CA (Marin)
Designed: CI/Graphics, Menu, Exterior/Interior, Construction PM—Sales up 75%
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Retail: Restaurant Design On 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%
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Retail: Restaurant Design On 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%
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Retail: Trapp Optical Trapp 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
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Retail: Trapp Optical Trapp 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
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Retail: Trapp Optical Trapp 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
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Retail: A.R. Trapp Optical Trapp 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
9/15/2016 DesignStrategy-USA 39
Retail: Trapp Optical Trapp 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
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Retail: SP Optical SP 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
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Retail: Manhattan Optical Manhattan 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
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Retail: Manhasset Optical Manhasset 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
9/15/2016 DesignStrategy-USA 43
Urban Multi-use/Housing ALANTIC GARDENS, Brooklyn, NY “Preservation Project”
14 Buildings Saved, Housing plus Retail
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 44
Retail Development/Design Spring-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.
9/15/2016 DesignStrategy-USA 45
Retail Development/Design Spring-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.
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New Development/MarCom Silverado Crest Estates, Napa Valley-CA
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New Development/MarCom Silverado Crest Estates, Napa Valley-CA
Build-out Completed with a total of 26 Lots $345K-$575K
Executive Custom Homes $1.2M-$4.5M
9/15/2016 DesignStrategy-USA 48
COOP/Luxury Pied-à-terre Scelzo 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…
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COOP/Luxury Pied-à-terre Scelzo 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…
9/15/2016 DesignStrategy-USA 50
COOP/Luxury Pied-à-terre Sherman 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…
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COOP/Luxury Pied-à-terre Sherman 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…
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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
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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
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NEW NYPD-Patrol Car: Blue + White 3M Reflective Decals/Stripe 72-97
R.M. Bazeley-Designer/Consultant: NYPD
Vehicle Fleet 3M-Graphics and Signal-Stat
“Dual-Com” Light Rack Design
RESULTS: New SignalStat “Dual-Com” emergency Light-rack competed successfully against Federal-Sign’s unit: Product-line sales up 26%
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NYPD-Vehicle Safety Design Reflective 3M Decals + New Emergency Light Racks
Concept to Implementation
Roger Bazeley, Designer
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NYPD – Police Vehicle 1972-97
Japanese Model of New NYPD Patrol Car based on NYPD implemented Fleet Graphics Design
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NYC – Implemented City Public Safety - 74
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NYPD – Vehicle Fleet
Before and After New Design
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NYPD Blue – Vehicle Fleet
“NYPD Blue” Fleet Graphic Design 25 Year lifespan before 2000
Blue Graphics on White Format Revision
Photos: Roger Bazeley
COST SAVINGS:
$25M Annually Maintenance, Repairs, Accident Reduction, Traffic Pedestrian Liability, Downtime…
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NYPD - Emergency Service + Aviation Units
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NYPD 2000 Design Traffic Unit All White Body + Blue reflective Decals
Photos: Roger Bazeley
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NYPD – White Vehicles + Blue Reflective Decals and Markings
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NYPD-2004 NYC Night & Day
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 64
NYPD – Operations, Mobile-HQ 2004 Urban Security Alert
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 65
UK – High Visibility Graphics
Stratford Upon Avon-Cotswold's County/Town Police
GOAL: Improve All-weather/Night Safety, Patrol visibility/identity
Photos: Roger Bazeley
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UK Police Vehicles – Safety Graphics
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 67
SFPD – New Community Goals
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SFPD – Image Renewal Elements
Safety – Service – Equality
POLICE
SFPD
SFPD-Fleet Identity Program:
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SFPD – Patrol Car Concept
Roger Bazeley, Designer
2004 Proposed Program
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 70
SFPD – Vehicle Concepts
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 71
SFPD – Vehicle Concepts
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 72
SFPD – Mobile Command 2
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 73
SFPD – New Design Strengths
Visually Safer Night and Day – Intersections – 911 Runs
Renewed Image and Identity – Phoenix Symbol of Renewal
SFPD Community Public Safety Mission Slogan
SAFETY – SERVICE – EQUALITY
Communications Clarity In Messaging – Public Safety/Emergency Priority
3M Reflective Yellow Safety Stripe, Red Emergency Accent – Safety Look
Police Blue the – Positive Color – “Fine Blue Line”
International Color for Police
9/15/2016 DesignStrategy-USA 74
SCHOOL TRAFFIC AND PEDESTRIAN SAFETY IMPROVEMENT PROJECT – SAN FRANCISCO
1994-2009
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Thinking Out of The Box: Signs Proposed 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. Approved for experimental testing 2/25/2007 by Caltrans.
9/15/2016 DesignStrategy-USA 76
Safe Routes Site Plan Presidio Middle School SF
9/15/2016 DesignStrategy-USA 77
School Site Improvements Bold/Yellow School LADDER crosswalks
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 78
Before and After School PED Safety Improvements
9/15/2016 DesignStrategy-USA 79
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
Photos: Roger Bazeley
Project Sidewalk improvement for “Safe Routes to School” from Clarendon Elementary School - Concept and Design: Roger Bazeley
9/15/2016 DesignStrategy-USA 80
School Yellow LADDER Crosswalks + FYG PED signs + Countdown Signals = 24/7 Awareness
FYG DOT School Signs
PED
Countdown
Signals
Photos: Roger Bazeley Project 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.
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Three levels for intervening:
Upstream
Influence overarching policies, practices and processes
Midstream
Interject safety issues into current project design & implementation
Downstream
Retrofit existing problems with
new technology
9/15/2016 DesignStrategy-USA 82
Neighborhood/
City/Region
Downtown/Strip Mall/School Site
Street/School
Route/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
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Project Benefits: Safer Communities Workshops, School/Community Audits, Building Active Partnerships
Photos: Roger Bazeley
9/15/2016 DesignStrategy-USA 84
Other Resources-Safety Projects
Community Partnerships
Industrial Design and Architectural
CD-ROM Strategies and Resource Toolkit
School Traffic and Pedestrian Safety Improvement Project
Public Safety Improvement Project
Transportation Safety and Marketing Improvement Project
9/15/2016 DesignStrategy-USA 85
Summary – Safety Improvement Projects
Innovation in Problem Solving
Out of the Box Solutions
Building Community Partnerships
Advocates for Positive Change and improvements in safety for our most vulnerable populations of school children, seniors, and the disabled