John Bielenberg once launched a false company named Virtual Telemetrix so he could produce satirical projects about creating messages for corporations. Now he gathers groups of students to teach them about making meaningful messages for society. This summer, the third Project M will collaborate with several foundations, including AIGA. Bielenberg himself will take a month off from his San Francisco firm C2 to lead the five students in a month-long exercise in ‘thinking wrong.’ En route to Belfast, Maine, where the Project will take place, he shared his thoughts on Mockbee, Maine and messages.

Q: Can you describe your inspiration for Project M?

My inspiration was a talk given by Samuel Mockbee in 2000 about his Rural Studio for architecture in Alabama. The students built amazing houses and community buildings for the people of Hale County, Alabama. I sat in the audience thinking “why isn't there something like this for graphic design?” So, then I moved to Maine and did it.

Q: Is Project M a response, perhaps, to your Virtual Telemetrix project?

Yes, I guess. VT was a way to create messages about the relationship of corporate America and graphic design. Project M is intended to motivate young people that they can create messages that have a powerful impact on the world.

Q: Do you think it's difficult for graphic designers to find social relevancy in the kinds of things they usually make?

I think so. Depending on their clients, of course.

Q: One of your application requirements is "Draw nothing." What do you look for when choosing your team?

To start with, almost everyone who applies is pre-qualified by someone who refers them to me, although this isn't necessary. In the application, I look for enthusiasm, commitment and willingness to open your mind. So far, everyone has been amazing.

Q: Photographers, writers, and filmmakers are also encouraged to apply. Do you have a set number of students from each discipline in mind?

Not really. Any combination will work with the right people.

Q: Last year the Project divided its time betwen Maine and Costa Rica. This year there are service projects in Ghana and Sebastopol, CA but those will be performed remotely. What's the plan?

I would have loved to have gone to Ghana this year but the travel logistics were too daunting. Maybe next year? Instead, we will travel to New Hampshire, where the founder of our Ghana project lives, and probably to New York City to work on the AIGA Mentor Guide project. Immersion is an important part of M.

Q: Why a mentor guide for the AIGA?

This is a project I was assigned a while ago, as part of my AIGA National Board duties. I’ve been struggling with how to make this meaningful and relevant and figured that young people could accomplish that much better than I. The good news is that it can take any form.

Q: What will the content be?

It’s just a mentoring guide. What young designers need from mentors early in their careers.

Q: Has being a part of this program had an impact on these young designers’ careers?

Yes, absolutely. They become part of the M network. I'll make them famous!

Q: Who out of your Project M advisory board will be venturing out to the “Edge of the World?”

I’m not sure yet but a few have expressed interest, including James Victore and his pal Paul Sahre. In addition, some of the previous Project M designers will make a guest appearance.

Q: The 2003 book produced by Project M was named one of the 50 best books by the AIGA. Any sneak previews of the one created last summer?

The 2004 book is going to be awesome! It’s about our experience at the Guanacaste Conservation Area in Costa Rica and will go to press this month. Like the 2003 book, this one pushes the form of a book and has an interactive element.

Q: How did you ‘think wrong’ today?

Good question. That should be a daily goal!

Alissa Walker writes for and about designers. She lives in Hollywood.