Jens Bringsjord
You're listening to Design Atlas Season four.

Megan Luedke
Meet Margo Stoney, a woman whose roots traced back to the vibrant state of Michigan in the United States. Currently calling Missoula, Montana her home, Margo is more than just a resident. She's a creative force to be reckoned with. As a graphic designer, she proudly leaves the home of High Mountain Creative. Her very own design studio in the vast realm of her creative pursuits.

Megan Luedke
Margo focuses her talents on collaboration with conservation groups, nonprofits and sustainability minded brands. Her mission is clear she dedicates her skills to those committed to the noble cause of saving our planet. From the lush landscapes of Michigan to the rugged beauty of Montana, Margo's journey unfolds against the backdrop of the passionate commitment to environmental conservation. Delving into the heart of her work, Margo's canvas extends far beyond the traditional boundaries of graphic design.

Megan Luedke
High Mountain Creative becomes a hub where visuals come to life, pulsating with purpose. The organizations she collaborates with cover a spectrum of initiatives, from safeguarding wildlife to championing the circular economy and preserving the delicate balance of forests and rivers. In the intricate dance of pixels and ink, Margo weaves her magic to support these nonprofits. She crafts visual that tell compelling stories, designs documents that carry the weight of a cause, and engages with anything that can bridge the gap between complex issues and the broader public.

Megan Luedke
Margo's goal is simple yet profound to make these crucial causes more accessible to all. So as the clock ticks away, Margo Stoney stands at the intersection of creativity and conservation, painting a vivid picture of a designer whose passion extends beyond esthetics. Through her lens, the world becomes not just a canvas, but a stage for change, and High Mountain Creative emerges as a sanctuary where design meets the location and the pursuit of a better, more sustainable planet.

Margo Stoney
I'm a snowboarder, and so that's, you know, that was another kind of driving force of graphic design for me. but I remember, you know, watching this kid do design in Photoshop and thinking, oh my gosh, I can totally do that. you know, I was always kind of a creative kid and, like, a little bit quirky. And, you know, I like to just do, like, craft projects, but I never really thought of it as translating into something as a career.

Margo Stoney
And until, like, the day that I walked into that classroom to, to take a design course. And so the next semester I signed up and started going. And, you know, they run you through the gamut and they teach you Photoshop and Illustrator and design and all the different applications and try and help you make it like, you know.

Margo Stoney
I remember Detroit has, you know, the International Auto Show, which is a big deal there. And I remember there was a a poster design contest and we all, you know, submitted a design and that was kind of, sound mind the other day. It was really it was terrible. It was like like the letters were spelled out using, like, different tools and gears of, like, parts of the car.

Margo Stoney
And I'm like, ooh, like, but, but then I kind of. One application that really piqued my interest with graphic design was, I was big into snowboarding. I was a snowboard instructor at our little local mountain. I loved snowboarder magazine, like, I was so into the culture and the idea of snowboarding that, you know, by taking these classes, I was like, I'm going to go and I'm going to design snowboards, I'm going to work in this industry.

Margo Stoney
And this is like what I'm going to do. Like, I love I love this. So, you know, graduated from high school and got accepted to Kendall College of Art and Design in Grand Rapids, Michigan. And, that was just a super fun experience, like, really like nurturing. And, you know, all of the instructors, like from the beginning, I had this goal, like all of my projects, had something to do with snowboarding or snow or winter or, you know, board sports.

Margo Stoney
And so they, they were just really and then were a couple of us there were, you know, there were a couple of us like, you know, bored kids in school.

Jens Bringsjord
Fueled by her love and unwavering excitement for snowboarding. Margo's dream of entering the industry became a reality. During her studies, she ingeniously carved her path by immersing herself in freelance projects, a strategic move that not only showcased her dedication but also provided her with invaluable industry experience.

Margo Stoney
I got to kind of, you know, get my foot in the door of, you know, this industry that I was so excited to be a part of. And of course, I got to spend more time in the mountains. I started to, like, really understand my love for the mountains and that that part of the outdoors. And around that time is when I started taking out freelance work, and it was just sort of a way during college to, to gain experience.

Margo Stoney
So you know, I didn't really think about, you know, running a business, until later. And I, you know, first job out of college. I moved back out to Colorado. I worked in publishing. I worked for, a newspaper company in Vail. So that was like the other dream. It was this, I worked second shift at this newspaper from 3 p.m. to 11.

Margo Stoney
So guess what I got to do all day in the mountains. I got to go snowboarding and then go to work and do this job. And so, but again, like, freelancing the whole time. eventually I moved to Lake Tahoe and kind of, didn't really know what I was going to do when I moved there. I just knew I wanted to live there in the mountains, be by the lake, in the forest, and, I was sort of freelancing part time and, doing some random gigs, like working for the Forest Service.

Margo Stoney
I worked at an art gallery doing sales, which I was terrible at, and then, eventually got a full time job working in-house at, a major ski resort, doing graphic design and marketing. And so that was kind of another, another dream job for me. I got to learn a lot. I worked with a lot of really smart marketing people, a lot of really smart business people.

Margo Stoney
And, it was kind of during that time, between all of my freelance experience and all the experience I've gained from this in-house jobs, that I really felt like I was ready to, to go off on my own.

Jens Bringsjord
In 2013, Margaux had a transformative experience when she embarked on her first trip to Europe, visiting Germany, France and Belgium. She utilized her meager two weeks of paid time off from her job. However, this adventure sparked a realization the limited time felt insufficient, prompting Margaux to contemplate the paradox of dedicating an entire year savings to a mere two week escape.

Margo Stoney
I need to go longer. I need to see more. And that was sort of the catalyst to, want to quit my job and start pivoting creative full time. I started high volume creators. I mean, probably back in. Well, you could say when I started freelancing in 2005, but officially, I think I trademarked the name in like 2011 or something.

Margo Stoney
And so all this time it was sort of in my back pocket. But it wasn't until 2014 that I left my job at the ski resort to to do it full time and, and just really focus on it. And the rest is history.

Megan Luedke
Margo has worked with a rich tapestry of conservation efforts in Missoula and its surrounding areas, showcasing the myriad angles from which the vital work unfolds. Immersed in a landscape teeming with diverse nonprofits, she discovered not only ample professional opportunities, but also a wellspring of inspiration. The convergence of research, science and dedicated efforts in the region became an unexpected blessing in disguise.

Margo Stoney
I started to get kind of that, that eco anxiety, like the climate anxiety, you know, not long after I went out on my own. So, you know, 2015, 16, 17, I started kind of feeling like, you know, things are getting bad, you know, with, with pollution and climate change. And just like politics and, like, things are getting bad, and I'm just over here, like, designing, like posters for, for ski resorts or I was I felt like I wasn't doing I wasn't going to be able to do what I needed to do as a graphic designer.

Margo Stoney
And I kind of had this just like a lot of soul searching and, like a little existential crisis about, do I need am I going to go back to school for, you know, wildlife biology or do I need to go and learn how to be like an environmental engineer and help inform, like, you know, some new form of alternative fuel or, you know, a eco friendly version of Gore-Tex.

Margo Stoney
In 2015, I, I had my first nonprofit client that was working with American Rivers, and they're a nonprofit that, works for their they do advocacy, conservation work to protect rivers in the United States. And, I didn't think of it until many years later. but doing work with them, I was kind of helping the people on the front lines that were doing good and helping fight climate change.

Margo Stoney
And, you know, through them, I got referrals to other nonprofits. And the more I started doing nonprofit work, I realized, like, I didn't have to reinvent myself or reinvent my business to be able to to help with these issues that I was so concerned about and just felt hopeless about them.

Megan Luedke
Margo recognized her unique value in the conservation arena shortly after her first nonprofit client. Armed with the distinctive skill set, she noticed a crucial gap within these organizations a gap that went beyond the realms of science and fundraising expertise. It dawned on her that while these entities possessed an abundance of scientific knowledge and fundraising prowess, they grappled with presenting complex ideas in an accessible manner as a graphic designer, she seamlessly transitioned intricate concepts into visually compelling narratives, whether through infographics, illustrations, or meticulously crafted maps.

Megan Luedke
Margo's ability to communicate visually became the bridge that transformed complex data into approachable and engaging content. In doing so, she became an indispensable asset, adding a new dimension to the impactful work of these conservation organizations like that.

Margo Stoney
That kind of lived for me, and that I had to realize, like, I don't I don't have to be a scientist. Like there's a there's a lot of scientists that are that are that are helping with climate change. And like, I can I can be kind of like the creative brain and like work on the other side of it.

Megan Luedke
In the vast landscape of conservation efforts, Margo Stoney found herself deeply entrenched in a project that reverberated with significant implications for both the environmental and in the organizations she collaborates with. One noteworthy initiative involved her partnership with the Native Fish Society and the American Rivers. Together they embarked on a mission to advocate for the removal of four dams on the Klamath River, straddling the border between northern California and southern Oregon.

Megan Luedke
The stakes were high as these dams posed ecological challenges and hindered the natural flow of the river. The culmination of their tireless efforts came to fruition in November 2022, as a momentous decision was handed down. The federal authorities had ruled in favor of the dam removal, marking a substantial victory for the Native Fish Society. American rivers and the cause of environmental conservation.

Margo Stoney
So that was a huge win. It's the largest deer removal project in the world. It's going to restore 400 miles of natural habitat for, for threatened fish. And it's going to be a big focus for a lot of restoration projects along along that river. And the communities that are, you know, that are along along the Klamath River.

Margo Stoney
So, that is that that that was a huge win last year. It was really cool to see so many, so many different organizations and, and people and groups working together to, to make that happen. And, you know, I wasn't directly part of this. I wasn't, you know, talking to Washington or doing, you know, I wasn't like somebody on the ground, but I was helping communicate this cause.

Margo Stoney
And I, through helping these organizations, you know, gain supporters and to be able to speak to a wider audience like, I, I feel like I it's, you know, one of the people kind of like in, in the back, I was like, yeah, I helped with that. And you know, that's and that's how change has to happen. Like just people working together.

Margo Stoney
And it's like all of these little grassroots movements coming together to, to make a big voice. And that's why it's important to, you know, work on a project like this and speak up.

Megan Luedke
Margo advocates for transformation in the way information is presented, steering away from the conventional and often inaccessible forms of data dissemination. Instead of confining vital insights within the pages of reports or articles laden with technical details, Margo champions the idea that information can be wielded as a visual narrative.

Jens Bringsjord
In her vision. The impact is not confined to experts or scholars. It extends to a broader audience, so visually simple a fourth grader should understand. This approach aims to make complex concepts not only digestible, but also emotionally resonant, fostering a connection between the audience and the critical environmental issues at hand. Margo sees her graphic design skills as a powerful tool for making conservation accessible and relatable to people of all ages.

Margo Stoney
I feel like that's something that can kind of be missing. And, you know, these some of these groups are really hungry for a creative to come in and help them, create something like this because they're so caught up in their cause, they don't see the outside of it. And so I'm kind of this person who bridges, bridges the gap, and says, like this, this, piece of information that you're trying to communicate to the public is really complex, and it's really confusing.

Margo Stoney
Like, I don't get it. Like, I need you. I need us to, like, work together. And we need you to explain this to me in a way that I can understand, so that I can help you. I can help you communicate this.

Megan Luedke
Margo Stoney's commitment to environmental sustainability extends beyond the canvas and into the very ethos of her creative endeavors. As the proud leader of High Mountain Creative, her design studio stands as a testament to responsible practices. Amidst the prevailing confusion surrounding the term carbon neutral, Margo explains the principles that underpin her studio's environmentally conscious approach. Operating as a remote studio with minimal overhead, she has already cultivated a relatively small ecological footprint.

Megan Luedke
However, the concept of carbon neutrality adds an extra layer of conscientiousness to her creative process and the ensuing dialog. Margo provides insights into the intricacies of achieving carbon neutrality and the significance of such practices in the realm of graphic design and creative entrepreneurship.

Margo Stoney
I calculate the carbon that I use throughout the year. You know, obviously like planting trees is a pretty common carbon offset. I try to do some projects that are a little more, you know, localized and meaningful. And just last year, I, contributed to a project that, helped protect grasslands here in Montana to help with carbon sequestration.

Margo Stoney
I also just kind of, throughout the year, helped support nonprofits like, I'm really into birds. So the Cornell Lab of Ornithology and the Audubon are big ones that I, that I like to support, really like having kind of a small footprint and being able to be really picky about the types of projects that I take on and the type of people I work with.

Margo Stoney
And, I'm also a big proponent of work life balance. Like, I don't want to be a workaholic. I don't want to have, so much responsibility and obligation that I don't have time to do the things that I'm doing. It adds up to spending time outside. It's like that. So. So, yeah, I'm small but mighty.

Jens Bringsjord
In the realm of sustainable design and environmental communication, Margo Stoney takes on the crucial responsibility of ensuring transparency and authenticity. Margo recognizes the potential pitfalls of a deceptive practice known as greenwashing. Greenwashing involves the misleading portrayal of an organization's environmental practices, often through deceptive marketing or communication strategies. Companies engaging in greenwashing may make exaggerated or even false claims about their commitment to sustainability, creating this illusion of environmental responsibility without much action.

Margo Stoney
I'll go ahead and use Big Oil as an example of how they, you know, there could be a product of of gasoline that's called, you know, like green tech or something. And, you know, you have the word green in there. And so you think like, oh yeah, it's like good for the environment. There's a leaf on the logo.

Margo Stoney
And that's kind of a form of greenwashing because there's not really there's probably not anything actually environmentally friendly about it or green about it. It's just kind of like this, you know, subconscious, decision to, you see those things and you think that it's that it's, good for the environment. And so just making sure that, if you're involved in a project that where greenwashing is potentially being used, just like speaking up and using your voice and, just making sure that you're, you know, authentic and being being transparent about what kinds of, information you're, you're spreading and, and, yeah, as designers, we have we have that power to decide. Decide what? You know, how stuff gets put out. So, yeah.

Megan Luedke
And so in the final moments of this episode with Margo Stoney, we find ourselves captivated by the intersection of creativity and environmental stewardship. Margo's journey from the expansive landscapes of Michigan to the thriving conservation community of Missoula, Montana, unveils a profound narrative of purpose driven design through High Mountain Creative, her carbon neutral studio, Margo not only translates complex environmental issues into visually compelling narratives, but also champions authenticity in the face of greenwashing.

Megan Luedke
Her commitment to making sustainability accessible, coupled with a keen awareness of the ethical responsibilities inherent in design, invites us to reflect on the transformative potential of creative endeavors in shaping a more conscientious and sustainable future. As we bid farewell to this insightful conversation, we hope that Margo Soni story resonates as a testament to the impactful role we as designers play in fostering a deeper connection between individuals and the urgent causes that need desperate action in the imminent global environmental crisis.