The Insight
When we dug into the history and ethos of the Herman Miller masterbrand, we discovered a natural connection to the world of gaming furniture. As the modern office came into being, welcoming more American workers than ever before, Herman Miller’s iconic designs began to power worker success. These were the original performance chairs — perfectly suited for gaming athletes who relied on their chairs to deliver for hours daily. Here, diligent design produces lasting comfort and support to become an essential advantage that takes these athletes’ games to the next level.
The Idea
Our strategy landed on a brand platform to “Inspire Human Potential,” built from the truth at the heart of Herman Miller Gaming’s products. Our design would flex to deliver heritage and contemporary culture alike: the product and packaging design would express essential refinement, but the brand would have to inhabit gamers’ fast-moving and graphically captivating world, still with signature Herman Miller finesse. So, we created an endlessly expandable creative platform that would take the brand to the next level.
Our varied graphic system could evoke a bevy of moods. Our brand doesn’t just match gamers’ energies; it raises it. Our art direction feels both human and evocative of the experience of play. And our kinetic use of imagery and animated type evokes gameplay and the obsessive focus of practice. Then, to deliver across all communications needs, we crafted a flexible and inspiring brand voice that would partner with our dynamic visual system to ground a beautiful poster or draw cheers in the bright flashing lights at an arena.
Then, in typical Herman Miller fashion, we put our output to the test. After building the brand, we saw the opportunity to partner with Herman Miller Gaming for its public relaunch. We produced a send-up to the obsession and detail-oriented work that gaming athletes and Herman Miller share. We created a launch campaign, “Anyone Can Win Once,” to drive home the winning history that sets Herman Miller Gaming apart. In addition, we worked with visual artist Pedro Veneziano to create multiple campaigns that abstracted the iconic designs of the brands hero products in evocative and arresting ways.
After building the brand, we saw the opportunity to partner with Herman Miller Gaming for its public relaunch. We produced a send-up to the obsession and detail-oriented work that gaming athletes and Herman Miller share. We created a launch campaign, “Anyone Can Win Once,” to drive home the winning history that sets Herman Miller Gaming apart. In addition, we worked with visual artist Pedro Veneziano to create multiple campaigns that abstracted the iconic designs of the brands hero products in evocative and arresting ways.
The Impact
While our partnership is ongoing, our re-energised communications and brand have given Herman Miller Gaming the guidance to own their position as a leader in the world of gaming.
