Gensler - Impact Studio
Project Overview
Making a positive impact and doing the right thing is core to Gensler’s culture. With a renewed spirit to systematize existing design efforts that make a positive impact on society and the environment, Gensler is well-positioned to be the leader of change.
How might we leverage the strength and reputation of Gensler in order to build an Impact entity that is clearly defined and driven to challenge traditional business practices where “Impact” leads design for the greater good, the Impact entity, and Gensler Globally?
Project Objective & Goals
Our objective in working with this team, was to leverage the strength and reputation of Gensler in order to build an Impact entity.
Proposed Impact-Driven Project Framework
The culture of Gensler is steeped in building strong client relationships, but in order to develop an impact studio, we reframed the intent so that Impact is the center of motivation. Impact drives partnerships with like-minded clients and design solutions, ultimately creating positive changes in society, equity, empowerment and environment.
Research Insights & Findings
Qualitative and quantitative research helped us arrive at four key research insights, which directly funneled into the scenarios explored.
1% Model
The 1% model is a common practice among organizations. A cash commitment of income for non-profit work is becoming more common practice among large corporations.
The 1% model is a common practice among organizations. A cash commitment of income for non-profit work is becoming more common practice among large corporations.
Non-Profit Benefit
Non-profit organizations will focus more resources on their mission. With a focused mission, a Non-profit entity would likely have more success in delivering impact projects.
Non-profit organizations will focus more resources on their mission. With a focused mission, a Non-profit entity would likely have more success in delivering impact projects.
Defining Impact
There is no common terminology when defining impact and there are no standard KPIs when trying to measure impact. The definition of impact and impact projects at Gensler lack measurable structure.
There is no common terminology when defining impact and there are no standard KPIs when trying to measure impact. The definition of impact and impact projects at Gensler lack measurable structure.
Discount Scale
As it exists, Gensler has no framework in place to determine discount tiers. As it exists, Gensler has no framework in place to determine discount amounts.
As it exists, Gensler has no framework in place to determine discount tiers. As it exists, Gensler has no framework in place to determine discount amounts.
Proposed Operations Strategy
From our insights, We created 2 tools to help measure and manage impact projects. They include the impact assessment profile, and the impact viability scale. We also developed 2 key solutions, the impact studio, and the collaborative.org. Lastly, we looked at reframing existing donation of 1% services and the funding of the collabortive.org:
A. Framework Design - Impact Measures
Building on research findings and key insights, we defined 4 core areas that define the level of Impact for projects, and align terminology for internal and external Impact related conversations. With the clearly defined meaning of impact, we designed a set of 2 impact measures:
1
The Impact Assessment Profile
The goal of this measurement tool is to help offices make the best decision for impact projects to take on in light of funds and resources available. The four pillars each project will be assessed on are the considerations of equity, empowerment, environment, and society. Each quadrant is equally distributed at a 25 point value, totalling up to 100 points. How a project scores on the Impact Assessment Profile will influence which studio the project will be directed to and whether or not it qualifies for any discounts. This is an unbiased approach to determining whether a project constitutes as an impact project.
Once a project is assessed, they are given a score and an impact certification level. The four tiers in the ranking system consist of a bronze, silver, gold, and platinum certification. Any project that scores below that will be passed onto another studio.
When you pull back the curtain, this is how the impact assessment profile works. For each category we have a series of questions that help us determine the level of impact in these four areas. Each question is answered using a 1-5 rating scale. where 1 is the lowest consideration and 5 is the greatest consideration. The total score takes the average of the four pillars.
To test the impact assessment profile, we selected three Gensler projects: The Conrad N. Hilton Foundation, the LA Public Library, and The Civil and Human Rights Department.. and ran them through our scoring system. This slide breaks down the individual scores of each category, where 100 points is the highest total points possible. And the total score, which is the impact score, is taken from the average of each of their scores across the 4 categories. To provide a visual representation of the previous slide, we designed this social impact circle, that is divided up into 4 quadrants for each of the categories. A full circle would mean that a project has a significant impact level. As you can see here, the LA public library ranked the highest with a gold impact score. This visual gives us a holistic way of viewing impact projects
2
The Viability Scale
The second leg of the Impact Measure Tools is the “Viability Scale.” This sits as a plug into the assessment profile and checks for how much discount the project qualifies for based on internal parameters that benefit other project studios. In using the same projects we used to test the impact assessment profile, we’ve applied the viability scale to those as well. As you can see here, there are multiple discount parameters that we are trying to consider. They sit internally to Gensler, and can help them qualify prospects for discounts.
B. Proposed Solution
The Impact Studio
The Gensler Impact Studio’s primary focus would be to maintain a “for-profit” outlook for impact-driven projects by taking on projects from larger organizations. The Impact Studio would utilize internal resources to save setup time and capital investment while educating Gensler and their clients on the value and importance of impact through the “impact profile.”
This process flow outlines the path of a new project coming into Gensler.
The Implementation Plan for acquiring Clients into the Impact Studio.
You can find more information on our second proposed solution, the collaborative.org here.