Roger Bazeley - USA: PORTFOLIO Transportation

9/15/2016 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. Bazeley
 1000 Green Street-Suite 501, SF CA 94133
 bazeley@comcast.net

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

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: 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

Industrial Design Professional

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

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 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

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

Corporate Identity
Lexington Marine Transport

Corporate Identity
Charter New York Bank/Irving Trust, NYC
CI Design
Elements &
New Office
Interior
Graphics

Corporate Identity
PAN AM – JFK Airport Signage Program, Fleet Graphics
Design Audit,
Graphic CI
Elements Installed

Corporate Identity
MTA – NYC/NART Signage/Fleet Graphics Concept Design

Corporate Identity
California Financial - San Francisco
Logos, Signage,
Print/AD, Interiors:
2,500 sq. ft.

Corporate Identity
MADISON HOLDINGS, Ltd., NYC, London, Athens

Corporate Identity
GROUPE SCHNEIDER, USA, INC. NYC, Paris, Montreal
Corporate CI, Signage, Interior Elements
Project Manager/Consultant

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

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

Corporate Exhibit Design
WARNER HOME VIDEO
Designed and Installed: CES Las Vegas 2,500 Sq. Ft. exhibit area $250K

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%

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/CI
LumenKraft: Brooklyn, New York
Store Design,
Graphics, Interiors,
Displays, Print/AD,
Construction PM---
Sales increased 45%

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.

The Garden/Mediterranean Cuisine: Novato, CA (Marin)
Designed:
CI/Graphics,
Menu, Interiors,
Construction PM—
Sales up 75%
*Building was a former
converted Gas Station

The Garden/Mediterranean Cuisine: Novato, CA (Marin)
Designed: CI/Graphics,
Menu, Exterior/Interior,
Construction PM—Sales
up 75%

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%

Retail: Trapp Optical
Trapp Optical: Scarsdale, New York
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

Trapp Optical: Scarsdale, New York (Second Installation)
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

Trapp Optical: Greenwich, Connecticut
Architectural Design store
Exterior/Interior,
$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 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

Trapp Optical: Mamaroneck, New York
Designed/Renovated:
Branding Theme
“Accent on Eyewear”;
CI/Graphics, Custom
Optical Displays,
store Exterior/Interior,
up 38% from original
sales volume. 1,200 sq.
ft. (store width 16’)
contained retail sales,
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 Optical
SP Optical: Yonkers, New York
Designed/Renovated:
Branding Theme
“High-Tech Optical on
a Budget””;
CI/Graphics, Custom
Optical Displays,
store Exterior/Interior,
Construction PM—
Sales up 42% from
original sales volume.
1,475 sq. ft. contained
retail sales,
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 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

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

Urban Multi-use/Housing
ALANTIC GARDENS, Brooklyn, NY “Preservation Project”
14 Buildings
Saved, Housing
plus Retail
Photos: Roger Bazeley

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.

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.

New Development/MarCom
Silverado Crest Estates, Napa Valley-CA

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

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…

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…

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…

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…

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 + 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%

NYPD-Vehicle Safety Design
Reflective 3M Decals + New Emergency Light Racks
Concept to Implementation
Roger 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 Fleet
Before and After New Design

NYPD Blue – Vehicle Fleet
“NYPD Blue” Fleet Graphic Design 25 Year lifespan before 2000
Blue 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 Unit
All White Body + Blue reflective Decals

NYPD – White Vehicles + Blue
Reflective Decals and Markings

NYPD-2004 NYC Night & Day

NYPD – Operations, Mobile-HQ
2004 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
POLICE
SFPD
SFPD-Fleet Identity Program:

SFPD – Patrol Car Concept
Roger Bazeley, Designer
2004 Proposed Program

SFPD – Vehicle Concepts

SFPD – Mobile Command 2

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

SCHOOL TRAFFIC AND PEDESTRIAN SAFETY
IMPROVEMENT PROJECT – SAN FRANCISCO
1994-
2009

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.

Safe Routes Site Plan
Presidio Middle School SF

School Site Improvements
Bold/Yellow School LADDER crosswalks

Before and After
School 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
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.

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

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

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

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

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

Roger Bazeley - USA: PORTFOLIO Transportation

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Roger Bazeley - USA: PORTFOLIO Transportation