4. Bruce Mau

The first things first manifesto  rallied against the consumerist culture that was purely concerned with buying and selling things and tried to highlight a Humanist dimension to graphic design theory. It was later updated and republished with a new group of signatories as the First Things First 2000 manifesto.

The manifesto encourages that designers become socially as well as economically responsible for the things they design.The follwing case study is sourced from http://www.csus.edu/indiv/f/forrestj/gphd20_materials/13_action.pdf)

In 1979 Kalman, helped start the design firm M&Co, which did corporate work for such diverse
clients as the Limited Corporation, the New Wave music group Talking Heads, Kalman also worked
as creative director of Interview magazine in the early 1990s. Kalman became founding editor-in-chief of the Benetton-sponsored Colors magazine in 1990.

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In 1993, Kalman closed M&Co and moved to Rome, to work exclusively on the magazine. Billed as 'a
magazine about the rest of the world', Colors focused on multiculturalism and global awareness.
Kalman was one of the 33 signers of the First Things First 2000 manifesto.(http://www.csus.edu/indiv/f/forrestj/gphd20_materials/13_action.pdf)