It started in August 2012 when both Supriya Dalal and Janice Chua happened to choose similar design issues. Janice's project concentrated on minimizing material waste and sustainability in design while Supriya's project focused on how to produce sustainable design outcomes and processes, using experimental graphic design. One of their common aims from this project was to share their research findings, experiences and experiments in sustaining the environment with other aspiring designers. Their ideology was that sharing their work would give designers ideas, methods and inspirations to use these practices in their own works, and at the same time, to spread the awareness on sustainable graphic design. In order to do so, they decided to create a website together that would not only serve as a platform to showcase their own work but also help spread awareness and serve as a sharing platform.