Brian is a founding partner at Celery Design Collaborative in Berkeley, California. This studio has been doing cutting-edge green design and brand strategy and has been recognized with the Environmental Leadership Award from AIGA.
Brian's work challenges old ideas and methods -- forcing design to move from intentions to actions within a framework of practical concerns and profitability. His approach, which Brian calls "Designing Backwards", begins with the design artifact’s ultimate destiny. Working backward, he takes into consideration factors such as re-usability, carbon footprint, printing optimization, warehousing, transportation and paper choices.
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