10 M: Toward an Integrated Approach to Design

In something as complex as the built environment, how do you design and engineer the right outcome? Is there a way to account for all the factors impinging on the final product and guide the creative process to where it needs to go? The authors, Anton Germishuizen and J. Rossi, believe there is. The two are part of a team at Burt Hill responsible for developing and applying 10 critical, interconnected drivers, or metrics, that turn the often subjective architecture and engineering process into an analytical, measurable one, without making design prescriptive. In 10 Metrics, using projects on which Burt Hill's metrics approach has been successfully implemented, you'll learn how this evidence-based system came about and how it's being used to ensure responsive design and quantifiable value while managing risk.

Anton Germishuizen is a member of both the board of directors and the executive committee. In his 16 years with Burt Hill, he has emerged as a leader in both management and design. Actively engaged as a design principal on projects firm-wide, Anton focuses on the corporate/commercial and higher education market sectors. He is a strong proponent of interdisciplinary integration among the architects, engineers, landscape architects, and interior designers at Burt Hill, using his engaging presentation skills to rally support among the troops for the firm's new Design Excellence Initiative. Anton holds a Bachelor of Architecture degree from the University of Cape Town, a Master of Architecture degree from the University of Pennsylvania, and an MBA from the Katz Graduate School of Business at the University of Pittsburgh.

J. Rossi returned to Burt Hill in 2004 to lead the firm's marketing efforts. As chief marketing officer, J. is responsible for the marketing direction of the firm, and works closely with all levels of staff and clients to position Burt Hill as the Premier Global American Design Firm. With more than three decades of experience in marketing architecture and engineering services, including having served as vice president of marketing at HLM Design, her commitment to the industry is evident in her involvement in the A/E community. She is a contributing editor for The Marketer, and is an active member and past president of the Philadelphia chapter of the Society for Marketing Professional Services, where she also served as national chair of the 2005 National Marketing Communications Awards Committee. Throughout her extensive career, J. has produced many award-winning communications pieces.