Our CEO has been profiled in the San Francisco Business Times this week. Every week the SFBT profiles small business entrepreneurs and asks telling questions regarding their company, inspiration, habits and focus. If you subscribe to the SFBT then check out the profile, link below. If you don’t you’ll have to wait a week to read it.
Word from the Herd
Sight Impaired Independence
Listen & Read
by Dickson Keyser
As we have posted before a great deal of the work we Plan, Design and Implement for our clients is highly regulated around codes for public safety (fire exiting codes) and independence (ADA, Americans w/Disabilities Act) for those with disabilities.
The following two articles caught our attention in their ability to greatly and positively impact the the lives of sight impaired individuals. Both strengthening and maintaining the independence of the sight impaired.
What is an interesting observation is the difference between the two resources. One is a simple tool that has been utilized by man for centuries and the other embraces technology through hand held devices that continue to revolutionize how we live our lives. Enjoy, both are very interesting and worth the time to review. Drop us a line to tell us what you think.
KQED QUEST: Tactile Maps for the Blind / Audio Presentation
SATH Society for Accessible Travel & hospitality: Click And Go Audio Maps / Article
Phil Murphy interview
Gary Allen KNBR 680AM
by Dickson Keyser
In late February 2010, Phil murphy appeared with Paul Witkay from the Alliance of Chief Executives on the Bay Area’s top-rated business talk radio program, Gary Allen on Business.
If you missed it, click on following link to listen to the edited version – no commercials!
Runs 36 minutes. Edited KNBR GNU Interview
Social Media Marketing
Yeah it is here to stay.
by Dickson Keyser
I recently attended a SMPS seminar on Social Media Marketing in San Francisco. Rick Klau of Google was the featured speaker. Rick is the Business Product Manager for Google’s Blogger and ran the campaign weblog for President Barack Obama’s 2004 Senate race. He is a well respected authority in Social Media Marketing. Rich Burns, Founder of the GNU Group was also in attendance with me.
Over the past year and half both Rich and I have pushed ourselves to both embrace and understand this wave of Social Media that seems to have permeated the airwaves, TV, web and blogisphere. We’ve learned a lot as it relates to GNU’s marketing efforts as well as those of our clients. We are finding that a good majority of our clients are interested in Social Media and are eagerly seeking advice in establishing a well organized Social Media Platform.
With that said, here is just some of the advice Rick presented:
You are not in control. And that is sometimes the beauty of it but can also be what scares the BA-JEE-ZUSS out of some companies. This reinforces the need for a well planned approach to your Social Media Platform. What do you want to communicate? Who do you want to communicate to? What tools/applications will you utilize to communicate?
Not all Social Media Applications are for everyone. So just because you’ve embraced Social Media does not mean you have to have a FACEBOOK page or TWITTER account. GNU Group currently doesn’t although that may change on the near future.
The “just post it and they will come” mentality does not work. You need to actively engage in Social Media, cross pollinate in venues and with other Social Media users you want to be communicating with. Push content. Example, I know that if I do not push this post to a few people, it probably won’t be read.
Expect to make mistakes and even screw up. This is a whole new way for companies to broadcast their intellectual property that is vastly different than traditional marketing. It will take awhile to get up to speed, hone the tone of your message and direct/push it to the correct audience.
When it comes to blogging, don’t feel that it needs to read like a formal dissertation. There is an acceptable and even beneficial level of informality that can help potential contacts and business relationships blossom by being yourself or communicating with a casual tone. Not all posts need to read like a press release.
Don’t avoid Social Media because you think you do not have the time. This seemed to be one of the BIG issues brought up during the seminar by audience members. Rick’s comment, if you have time to e-mail, you have time to engage Social Media. Again, have a smart plan in place and stick to it.
In summary, Social Media is here to stay and while there is still is a lot of skepticism of it’s ROI there is no doubt it can contribute to your company’s (or Project’s) visibility on the internet and beyond.
Lost & Found:
More Effective Wayfinding
by Matt Brown
While the creation of signage and graphics programs to orchestrate wayfinding and orientation may seem relatively straightforward, the complexity of the environments in which we work demands the input and collaboration of many stakeholders and an acute understanding of the behavioral patterns of the users.

Kaiser Permanente, Redwood City, Master Sign Program Documentation
Each type of facility presents different challenges to navigating the space. The importance of appreciating user needs has proven to be a key factor in the satisfaction of visitors to any environment. For example, the frustration of getting lost is consistently ranked among the top complaints cited in surveys of people’s visits to healthcare facilities. Users may first blame themselves for their inability to find their way but very quickly redirect their frustration to the facility. The negative impact on brand image, confidence and trust in the organization is significant.

Sutter Camino Medical Group, Brochure & Icon Program
Healthcare environments are especially vulnerable due to the circumstances of the users. The majority are experiencing physical and emotional stress that dramatically impacts their perceptual abilities. Additionally, the decentralized way that hospitals and clinics deliver care today means patients often have to self-navigate to a number of locations in the course of a visit. Being disoriented or lost exacerbates an already anxiety producing situation. If the visitor’s pathways to their destinations are made easy, their angst can be minimized.
CADENCE Headquarters, Campus Pedestrian Orientation Directory

CADENCE Headquarters, San Jose, California
While healthcare environments may present the greatest wayfinding challenges, every type of facility has factors that can impact the ease of use. The elements of design – legibility, size, color, layout, field/ground relationships and especially illumination play a part. However, the most important aspect of a successful wayfinding experience is delivering the relevant information only where it is needed. Tracking from decision point to decision point has proven to be the most manageable way for visitors to process information.

nVIDIA Headquarters, San Jose, Califiornia
Current research regarding healthcare wayfinding has proven that signs alone are not the entire solution. Designers are turning to Integrated Wayfinding Systems to help get visitors to their destinations. In hospitals, an Integrated Wayfinding experience might start with appointment reminder cards that include directions, utilize the hospitals web site to display plans, maps and department directions, and provide an interactive digital source of maps upon arrival. All of these tools are now being used in a variety of complex environments in conjunction with traditional exterior and interior signage. Consistency of language and terminology is also critical throughout and must align with the lexicon of the staff. Employee training on how to give directions must be a part of any program, regardless of the public venue.

CHW Sequoia Hospital, Wayfinding Strategy Diagram

CHW Sequoia Hospital, Sequoia Walk Wayfinding Identity

CHW Sequoia Hospital, Appointment Card and Website Concept
So while a comprehensive wayfinding and orientation program may appear to be simple, its complexity and its impact on the visitor experience is significant.
Matt Brown joins the GNU Group after a 20-year tenure as Vice President of Design Services for Innerface Architectural, a national design/build company focused on the healthcare and educational communities where he led the company’s design team and managed the 40 person marketing and customer support staff.
Click to read Matt’s Bio
Happy New Year!
by Phil Murphy
As we enter 2010 we are fortunate to have just completed an energetic and prosperous year. The foundation of all good things at GNU is the dedication of our clients. They’ve given us 10 exciting things to celebrate in the coming year.
1. We are hiring – bucking the trend, we need additional talent to continue our success.
2. We are expanding - we are busy in Southern California so we have created a local office to serve the needs of our clients.
3. We are busy - and excited to be attacking our back-log of business.
4. We are anxious – to spread the word about what’s happening at GNU through the efforts of our newly launched publicity effort.
5. We are gratified – to continue the relationships that we forged through the 104 Lunch and Learn programs we conducted with architectural firms in 2009.
6. We are engaged – in many dynamic projects in areas of healthcare/real estate repositioning/donor recognition.
7. We are eager – to expand upon the work that we have done for Hospitality and Resort clients.
8. We are proud – of being named in the BUSINESS TIMES TOP 50 list of Fastest Growing Companies.
9. We are communicating - with informative and useful points of interest through our blog.
10. We are committed - to the GNU Pledge providing Thought Leadership, thoughtful design solutions and a pain free project management experience in 2010.
Everyone at GNU wishes you health and prosperity in 2010 and beyond.
BGI to BlackRock:
Skyline Rebranding Step by Step
by Dickson Keyser
Changing out a skyline sign on a 7 story building is never really an easy task. Changing out a skyline sign on a 7 story tall glass curtain wall is enough to make any sign fabricator lay awake at night. Oh and the same rules apply, no penetrating the glass.
When BlackRock acquired Barclays Global Investors, they tapped GNU to assist them on the rebranding effort for BGI’s (19) sites around the globe. And it all needed to be done by December 1st 2009. That gave GNU roughly two months time for planning, design, documentation and implementation for the entire program.
The most labor intensive change-over occurred at BGI’s former Headquarters at Foundry Square, in downtown San Francisco. With ADART having assisted us in the production and install of the original BGI skyline they were our natural go-to partner for this assignment as well.
Terry long of ADART immediately crafted a plan of attack for the removal of the old BGI skyline and install of the new BlackRock skyline sign. One might think it was a simple 2-3 step process. Think again.

Below is the outlined, step by step process that was required to pull off this project successfully, with (2) 12 hour shifts a day and all around the Thanksgiving Holiday:
Tue Nov 24 — First Shift
Install the 3M temporary vinyl reading “Barclays Global Investors”. Disconnect the electrical to the letters and remove the letters from the aluminum backings.
Tue Nov 24 – Second Shift
Continue the scoring and removal of aluminum backing
Wed Nov 25 — First Shift
Remove the remaining letters and remove all letters from the 400 Howard St premise. Remove the vinyl from the interior of the glass curtain wall that shields the 3M adhesive connection from the inside. Continue to remove the aluminum
Wed Nov 25 — Second Shift
Continue to remove the aluminum backing in one foot squares using the special tools
Thur Nov 26 – THANKSGIVING HOLIDAY
Fri Nov 27 — First Shift
Continue to remove aluminum backings
Fri Nov 27 — Second Shift
Continue to remove aluminum backings
Sat Nov 28 — First Shift
Begin to remove the 3M adhesive
Sat Nov 28 — Second Shift
Complete removal of the 3M adhesive. Apply the 3M Saline solution to clean the glass in preparation for applying the 3M VHB adhesive
Sun Nov 29 — First Shift and only shift
Apply the 3M VHB Tape and aluminum backer for the BlackRock letters and begin installation of the Black Rock letters
Mon Nov 30 — First Shift
Complete the installation of the BlackRock letters. Connect the electrical to each letter and test the illumination.
Mon Nov 30 — Second Shift
Install the new vinyl on the inside of the glass curtain wall to shield the 3M adhesive connection of the letters
Tue Dec 1 — First Shift and only shift
Remove the temporary vinyl reading “Barclays Global Investors”, flick the switch for early morning illumination and official Day 1 integration

A HUGE thanks to ADART and their team of extremely professional and knowledgeable fabrication and install staff. A clear proven case that anything can be done with the right partners.
And a HUGE thanks to Kanan Jayachandran, GNU’s Program Manager that saw this assignment through to the end and was constantly in contact with our client no matter what timezone!
Urban West, 1350 Treat
The grass will always be greener
by Dickson Keyser
The GNU Group has recently completed an identification and wayfinding improvement program for Pera Urban West’s, 1350 Treat office building located in Walnut Creek, California, managed by Jones Lang Lasalle.
The GNU Group’s primary task was to work directly with building ownership and Jones Lang Lasalle to craft a strategy to bring better visibility to the property and it’s tenants through the design of a new monument on the corner of Treat Blvd and Oak St. (pictured above).
Jones Lange Lasalle sought LEED certification in the upgrades and improvements they implemented for Pera Urban West and were able to achieve SILVER certification status. One of the design elements utilized to help gain LEED certification was the implementation of an artificial turf product by Heavenly Greens. Yes, the “grass” surrounding the monument is really artificial turf. Less maintenance and less water utilized, a greener solution (detail pictured below).
The GNU Group is proud to be a part of a forward thinking Design Team and congratulate Pera Urban West and Jones Lange Lasalle on your SILVER certification.
Drive by sometime, you’ll swear you are looking at real grass!
Site corner before new monument below.
Paranoid Optimism: Rich Burns’ review of
the 2009 ULI Conference
by Rich Burns
I’ve been attending the Urban Land Institute Fall (ULI.org) meeting since the mid 80s. ULI is the research and education organization that serves the real estate industry. Each annual gathering is a fascinating opportunity to take the pulse of what’s really happening in the broad world of development. My expectation going into this year’s event was decidedly downbeat given the carnage that is touching every facet of real estate.
To the surprise of everyone (especially the organizing committee), the turnout far exceeded expectations. Past meetings have never surpassed 7,000 and ULI was prepared to claim success with half of that number. 6,000 of ULI’s 33,000 members defied the questionable economy and were on hand at the Moscone Convention Center in San Francisco. As one speaker suggested, “If you are here, you are successful,” a clear reference to the high price of attendance.
The meeting was three and one half days of educational programs, keynote addresses, mobile workshops, tours, social and networking events and an expo hall filled with over 60 exhibitors. ULI structures its educational content and special interest focus by land uses or building types (retail, commercial, residential, industrial, urban development etc.). It organizes its educational sessions accordingly, and most presentations are set up as panel discussions with 4 or 5 speakers focused on a specific property class or a special issue of interest to the overall audience. This provides a variety of perspectives on each subject, meaning that at the meetings end one has heard a tremendous number of points of view.
The property specific sessions generally offered a mix of triage actions that can be taken to weather current conditions coupled with prognoses for the future. The messages were very consistent. This is the worst economy in all of our lifetimes and, while we are in the initial throes of recovery, it will be long and slow. As for opportunity, now is the time for the real estate industry to be shopping for deals (most asset classes can be bought for 60% of replacement costs) and for buying properties but not constructing new buildings, providing one has a source for capital.
Bill Emmott, former editor of The Economist, provided a global perspective of the economy, explaining the reasons why we will recover and how the recovery will look in different parts of the world. He believes the United States is likely to experience a U shape recovery whereas India and China’s will be V shaped and Great Britain’s will resemble an L. The recovery will not be led by consumers but by the public sector. Private debt will decrease while public debt increases, taxes will rise and environmentalism will be crucial. Psychology is a significant factor in the pace of the recovery. His greatest reason for optimism in the US –the flexibility of the economy.
Other economists noted that there are still 100 million people employed, and that the U.S. has a 14 trillion dollar economy. All agreed that globalization is fundamental to all economic activity. 3 to 4 years to full employment was the consensus.
Other significant themes of the conference:
Changing Paradigm – there was general agreement that once this recovery is over things will never be the same. Values and behavior will change. Priorities for how we live and how we think about resources, both personal and the planet’s will all be different. From the size of our homes, the way we access our jobs, the way we use the land and the mandate to be better stewards of the planet will all result in different patterns for development and building and will challenge the design and building communities to lead the way.
Sustainability and Environmentalism – these ULI meetings are a giant barometer of change. The Fall Meeting in Las Vegas two years ago was the point in time when the real estate community had their environmental epiphany. It was the hot topic. Al Gore had just released his book and movie and after years of dancing around the edges of the movement ULI got green religion. This year many sessions focused on the environment with topics such as, “The Green Quotient in Institutional Investment”, “Impact of Green Regulation on the Real Estate Community”, “Green Tools for Government” and “Green Retrofit – the Wave of the Future”. Green is clearly in and attracted the appropriate attention.
Availability (lack) of Capital – as the life blood of the development community, access to capital determines whether projects will or won’t happen. There is no denying that capital is mostly nonexistent and will stay that way for a long time.
Changing Demographics – shifting demographic makeup was another key topic of the meeting. The aging population (5.6 people turning 65 every minute), women have just become the majority in the workplace, Hispanics as the only demographic group growing in size all portend continuing shift in behaviors.
Taking the industry’s pulse each year is instructive. I find real estate professionals to be consummate optimists (is there a choice)? While hardly euphoric, the mood was decidedly upbeat. Emmott’s use of the term, “Paranoid Optimism” was a very apt description of this year’s demeanor. This group knows all about cycles and has great patience if not staying power. I continue to ask the question, “How many recessions does one get in a professional career?” This one marks the GNU Group’s fifth and we seem to be weathering it just fine.
Resurrecting Your Retail Center’s ROI Through Re-Imaging
by Phil Murphy

In my travels around Northern California and a recent trip to Arizona, I am reminded of how retail centers in the late 80s and early 90s looked – a sea of empty store fronts in dire need of repositioning.
In 1992 I did a joint presentation with Andy Gumberg at the Annual Conference for Retail and Developer Design and Construction Executives (CRAMM). Andy is the President/CEO of JJ Gumberg Co., one of the largest owners and managers of Retail Centers in the country.
Proof that we don’t learn from real estate’s inevitable cycles, our topic then - Resurrecting a Retail Center’s ROI Through Re-Imaging - is as applicable today as it was 17 years ago.
Here is what we said then and what we believe to be even more valid today.
Retail centers, from neighborhood in-line to regional malls, face the on-going challenge of staying relevant and vibrant. The current economy makes this imperative even more important—and presents greater opportunity. As tenants experience hard times, too many centers have vacancies that are blighting their image and damaging their bottom lines.
It’s imperative that owners constantly evaluate their center’s market position to ensure proper alignment with customers’ values and demands. When a center is not meeting market expectations but financial conditions won’t allow major renovations, Re-Imaging is the alternative. Re-Imaging involves changing the aesthetic of a center and adding environmental enhancements, but without the significant expense that comes with structural changes. Re-Imaging changes perception, draws attention by consumers and most importantly, favorably alters the perception of retail tenants and brokers to the Center.
Changing a Center’s aesthetics with environmental enhancements starts by studying the interplay between the physical environment and public behavior and perception. It begins with a comprehensive on-site analysis of how tenants and shoppers use a center, the changes necessary to make it more supportive and attractive to their needs and how best to add environmental enhancements to give a “tired” center a cost-effective makeover.
The process includes 5 steps that will result in returning a center to competitive footing.
Step 1. Understand the tenant mix, buyer behavior, shopping patterns, environmental opportunities, constraints and other special needs of the center.
Step 2. Analyze vehicular and pedestrian circulation and how these patterns impact the ability of shoppers to view and use the center.
Step 3. Evaluate the existing exterior signage and graphics to determine their effectiveness in conveying the desired image, provide strong tenant exposure, cross selling tenants and services, making navigation easy and communicating the right marketing messages. .
Step 4. Inventory interior environmental enhancements, including graphics, signage, project directories, site maps, display advertising, banners, and other features such as color, flooring, furnishings, kiosks and other architectural details to determine their effectiveness.
Step 5: Investigate exterior architectural features, landmarks and color to evaluate what can or should be strengthened.
The resulting recommendations are presented with before and after renderings depicting the possibilities for re-imaging the center (click to see example). A comprehensive Retail Re-Imaging Audit™ will also provide the planning tools necessary to understand the scale, scope and cost of implementing changes. It includes a written outline of the re-imaging plan, conceptual drawings of specific re-imaging areas to convey clearer design direction, budgets for implementing each component of the program (i.e. paint, landscape, lighting, signage) and a plan for phasing the improvements.
Centers that have embraced GNU’s Retail Re-Imaging Audit™ (click for PDF) have proven that a minimal investment can make tired centers vital again.









