Geddes, originally a biologist and sociologist were engaged to design a plan for the new city of Tel Aviv to be built adjacent to the ancient port town of Jaffa. The principles he employed for the city were strikingly similar to what we now know as New Urbanism ideas of planning - an emphasis was placed on pedestrians as opposed to motor car traffic, a sense of community and civic life was encouraged through the use of town squares and abundant planting of greenery provided significant focus on a minimal environmental footprint. Private automobile traffic was minimized and the city was envisaged on a pedestrian scale. This neighborhood identity has been crucial in the success of Tel Aviv as a city.