The Lexicon is a US-based NGO that uses evidence-based storytelling, strategy, and mobilization to build movements tackling our agrifood systems' greatest challenges.We partner with government agencies, universities, foundations, companies, television networks, publishers, non-profits, community organizers and sustainability advocates from around the world.Our primary tool is language. Our award-winning multi-stakeholder approach blends data with aspirational stories of real people sharing sustainable solutions that drive behavior change. By illuminating the meanings behind these powerful ideas, we help people pay closer attention to how they eat, what they buy, and where their responsibility begins for creating a healthier, safer food system. It’s behavior change that works on a local and regional level to transform communities and shift the marketplace.

A shared, open-source, and royalty-free iconographic language for agrifood systems.Co-sponsored by The Lexicon, Adobe, The Noun Project, and AIGA, the initiative will provide consumers with greater food literacy while making food systems more transparent. In addition, Foodicons will provide food system professionals with an effective way to communicate with colleagues, organizations, and the public. The initiative was developed by Green Brown Blue, a food systems solutions activator led by The Lexicon with support from Food at Google.To develop this open source language system, the team collaborated with Adobe and hundreds of artists from the international design community, as well as experts in the areas of equity, food waste, climate change, agroecology, fisheries, agrobiodiversity, regenerative agriculture, alternate proteins, food safety, and true cost accounting. Together, they aligned on core terms and definitions for a foundational visual language to describe our food systems. Given the enormity of this undertaking, the work quickly expanded to include a series of international design challenges which engaged artists from 90+ countries. Their work was first unveiled at the UN’s World Food Forum in 2021.

LOCALGayeton’s Lexicon of Sustainability defines and de-mystifies hundreds of terms like “food miles,” “locavore,” “organic,” “grassfed” and “antibiotic free.” In doing so, he helps people understand what they mean for their lives. He also includes “eco tips” and other information on how the sustainable movement affects us all every day.SLOWA magical and utterly unique portrayal of rural Italian life, and a tribute to the region's kaleidoscope of charming local characters whose livelihoods and shared culture center on the growing, preparing, eating, and everyday pleasures of food. SLOW is an enchanting celebration of a precious and increasingly rare way of life that leaves you longing to pack your bags and buy a one-way ticket to Tuscany.

First and still the only goat milk ice cream company in the US. Made in Sonoma County, USA and available nationally. My favorite ice cream flavor? Why it's Rumplemint, of course! See www.goatmilkicecream.com for more information.

Designed and creative directed the first multi-language fully-immersive world for mobile devices using Unity's 3D Platform. The project was targeted at children ages 6-10 and featured dozens of characters, sets and storyline from Studio 100 properties, including Maya the Bee, Vic the Viking and Heidi.

Built next generation web destination for kids 6-12.

Took a small company entirely focused on Second Life development and guided its evolution into a full service creative shop making all manner of films, ARGs, and branded user experiences within virtual worlds and social networks ranging from Gaia to Habbo to Sony's Playstation Home platform.

Gayeton produced and directed "Molotov Alva and his Search for the Creator", the first documentary entirely created within a virtual world, for HBO Documentary Films.

Produced avirtual world project called VLES or Virtual Lower East Side. The attractive thing about the gig was conceptualizing how a 2D social network front end might integrate with a 3D world.

Brought in to rethink the music download service as a music-based social network. An interesting conceptual design experience.

Media consultancy with The Scripps Network (Food Network, Fine Living, DIY) led to my writing and directing "Lost in Italy", an experimental cross-platform project for Fine Living, their newest cable tv network. In all I made 26 episodes for both the web and tv. The project was a useful experience in that it really showed how broadcast graphics could mimic the informational density of web pages by including factoids and data directly on screen during each episode.

While living in Tuscany I was asked by POV, the documentary arm of PBS, to document Italy's burgeoning Slow Food movement. I came up with "My Shoes are Caked with Mud", a blog series of photographic works with narratives overlaid. It was published on a PBS site later awarded a Webby in 2004 for best broadband site of the year.

Created animated television shows for this European animation company. The most notable was Delta State, based on my graphic novel of the same name. It later became a series for Nelvana and Canal + ... and even won a special award for best television series at the Annecy Festival in 2004.

I worked off and on for this French-based company for five years. Lots of frequent flier miles. First we developed the kids and teen areas of AOL France.I then created Very Small City, a flash-based virtual world integrated with a web-based content platform called Very Small TV, both with funding from Vivendi. A number of award winning flash and video series came out of the project.

As part of Charlie Fink's Greenhouse Project I created Plug In, the precursor to AOL's Teen Channel in the USA. I later localized Plug In for AOL France, along with Zap, their Kids Channel.

Perhaps the most challenging thing about this job was helming a crew of a hundred artists, writers, musicians, actors, and webniks in the creation of "Vanishing Point". A sprawling interactive project that spanned both the web and the real world, VP sought nothing less than to rewrite the secret history of underground movements in America in the 20th century. It may be the first ARG ever created. Even more curious: this was funded by Microsoft as part of their nascent MSN venture. While at Sunshine I also mapped out National Geographic's first ventures into immersive narratives.

Directed music videos, commercials, documentaries and interactive projects, including "Tomorrow", the first documentary about interactive television. It featured interviews with Bill Gates, John Malone, Sumner Redstone, Barry Diller and Geri Laybourne. Its graphic depiction of what Interactive TV would look like—and my conviction that “everyone will become their own channel”—was considered heretical at the time but was later proven out in the implementation of the Internet. I subsequently developed interactive projects for Viacom & ATT’s Interactive TV test in Castro Valley, California, then went on to explore the subject of Interactive TV for MTV and U2's short-lived ZOO TV television series.With William Gibson I also made "Johnny Mnemonic", the first interactive movie, for Sony Imagesoft. Seems like a million years ago. The only thing I seem to remember from the experience is Isaac Hayes rapping to a song i wrote, with music by Mark Mothersbaugh of Devo. Enough said.