REthink builds green buildings via its development practice and its consulting practice.  Its development practice focuses on building compelling and unique projects in high quality infill locations in California.  Its consulting practice advises partner developers, building owners, and corporations how to make their development projects or exiting buildings ‘go green’ and obtain LEED Certification.

Through these practice areas REthink strives to meet the need for green high performance buildings which has been driven by both macroeconomic forces and by occupants and investors/owners.  As the population continues to increase and concentrate in urban centers, people need affordable, healthy, efficient, and appealing housing near work and mass transit in safe, vibrant neighborhoods.  Businesses also need space that provides a healthy, comfortable, efficient, engaging, and productive environment for their employees and customers.  Additionally, institutional and individual investors/owners are in increasing need of investments and projects that not only meet their triple bottom line investment philosophy but also outperform other investments.  To date most approaches to real estate development have not met these needs and too often are not efficient, effective, or thoughtful due to a shortsighted, single-minded focus on short-term financial results.  As a result a large portion of the built environment costs more than it should to operate, affects the overall health of its occupants negatively impacting productivity, damages the environment, and in general is poorly planned and uninspiring. 

REthink’s mission is to fulfill these needs through a development process it calls Contextual Development.  Using a holistic approach of how a real estate development integrates all influences from cradle to grave helps deliver inspiring places that respect and engage people and the environment.  The three core principals of contextual development are: 

• Context surveys the past, present, and future of the planned project site and neighborhood and earnestly relates it to the people, places and environment around it. 
  
• Sustainability takes REthink’s leadership position in the green building industry to bring the environmental aspects of the project to the most logical form, resulting in a maximum environmental and health benefit with a measured additional investment.   
  
• Story emerges from nexus of context and sustainability to give meaning to the project’s form, function, and image, clearly differentiating it in the marketplace and giving it a distinct marketing edge.

Building on the experience of each unique project REthink will produce and pioneer a strong set of best practices, innovative methodologies, technologies and superior developments that will define and differentiate the company.

The NAME REthink Development Corp reflects the mission of its founders, Greg ‘R’eitz and Steve ‘E’dwards, to build a development company that substantively and continuously strives to change real estate development to truly benefit the triple bottom line (people, profit, and planet).  The LOGO’s four segments in the circle represent the four mythical elements of earth, air, water, fire (energy) all of which are emblematic of the concerns addressed through green building practices.  The circle and the arrow at the end of the circle represent the concept of the continuously revolving cradle-to-cradle cycle that we strive to integrate into all of our projects.  Finally, the fortuitous ‘R’ and ‘E’ of our names are intended to evoke REduce, REuse, REcycle, REnew…     

The 4 WEB SITE BACKGROUNDS initiated by clicking on the Element Icons also represent the world’s four elements of earth, air, water, and fire.  Those four elements directly relate to green building in the following ways

	Air/Wind: Green building improves indoor air quality, reduces greenhouse gas emissions through reduced energy use and CFC-free refrigerants, cleans the air with green roofs and intelligent landscaping, uses natural ventilation to help cool buildings reducing the mechanical ventilation and cooling need, and often harnesses or uses green renewable wind power for energy.
	Water: Green building reduces water use with efficient or waterless fixtures, drought tolerant landscaping, and grey water systems while also reducing storm water runoff and harnessing rain water for use.
	Earth: Green building reduces the impact on the earth through the efficient use of resources and the use of recycled and renewable materials while reducing construction and building waste.  Green buildings also favor reducing earth and site impacts by encouraging development in cities with smaller footprints to preserve natural landscapes.
	Fire/Energy: Green building is very focused on reducing energy usage and harnessing solar power by passively lighting and heating spaces and actively capturing solar energy with photo voltaic and solar hot water.