Design at work
for Herman Miller
As global leaders in ergonomic office seating and work environments, Herman Miller occupy a dynamic and pragmatic presence within their industry. I have produced both European and international communication campaigns for many of the company’s new design initiatives, with diverse briefs from new product launches to internal communications materials.
CLIENT COMMENT
‘With Les and his team we get the mindshare of a big agency but within a smaller enterprise which makes things a lot quicker and the relationship more effective. Their quality, creativity and attention to detail is meticulous which is vital when working on a global brand. They have great aptitude, energy and drive which makes working with them purposeful and fun. As a client you may end up with a solution very different from where you initially thought you’d be …but their ideas truly empower our communications. As a business working in multiple markets, Herman Miller can be very challenging and demanding and Les’ flexibility is absolutely key within the process.
That really makes him an ideal partner’.
EMEA Marketing Manager
LAYOUT STUDIO
DESKING SYSTEM
LAYOUT STUDIO is a smart, well designed desking system by Herman Miller. It required appropriately creative communications. The messaging solution was born from a product truth: The desks look great – but it’s the unseen product design that makes the system really smart. I applied the phrase ‘Hidden Intelligence’ from which a whole campaign was created.
The clever product design is full of unique features with huge benefits for those purchasing, installing and using the desking system. Simplified and unified design for global usage, Layout Studio is at the forefront of ergonomic creativity.
I interpreted that creativity into this engaging communications package of marketing assets including contemporary photography, informative films, a microsite, emails and a printed brochure along with showroom graphics.
POLICY 53
PROMOTING HERMAN MILLER’S
ENVIRONMENTAL POLICY
As early as 1953, the founder of the company, DJ De Pree, stated ‘We will be good stewards of the environment.’ Since then accountable practice and production has always been the policy for Herman Miller. I designed and produced a range of communications materials celebrating the company’s on-going ambition to make our world a better place by using less and recycling more.
Brand communications for a well established brand requires true understanding of how corporate identity guidelines work. Creative thinking is required along with pragmatic understanding of how the organisation has presented itself to date. Often the brief requires the naming of initiatives, as with Policy 53. This is only possible when company knowledge is shared.
STEM STORAGE RANGE
A NEW VIEW ON SPACE
The seemingly uninspiring subject of storage is, in fact, an opportunity to attract new customers when you apply a creative, lateral thought process. Working closely with the Herman Miller Stem Storage designers, I took the time to truly understand the benefits of good storage and how excellent design can make a huge difference. Detailed learnings and a fresh perspective on the subject brought to fruition a successful B2B campaign. I called it ‘A New View On Space’. The customer response from this activity was unprecedented and Herman Miller saw a direct increase in sales and general interest following the campaign.
