Todd Bracher

In his strategic role, the designer is making user experience a priority in products.

- Caroline Stern

Todd Bracher is mostly known in the industry for his furniture and product designs, but he is fast making a name as a branding strat-egy leader, too. As an adviser to American manufacturer HBF, Todd Bracher Studio has helped the company expand into new markets and reach a more contemporary global audience.

Today’s user-centered work environments have come a long way from the plans of the 1990s, in which cubicles made efficient use of real estate, often at the expense of comfort and experience. Bracher and HBF’s vision is in line with current thinking about humanistic design: The aim is to make workplace furniture more comfortable, but not too comfortable. It’s all in support of more collaboration, more creativity, and, ultimately, more productivity.