Herman Miller
A Legacy for a New Generation
Using space planning, furniture systems, and modernist design principles, Herman Miller has long transcended furniture manufacturing. But to maintain industry leadership ahead of countless emerging startups, Herman Miller recognized that it had to evolve and develop a new way of reaching next-gen members of the architecture and design community. Future State engages influencers within local design communities in order to expand Herman Miller’s presence into emerging design conversations.
We created the Future State program—a collaboration with young designers and architects centered on experience and knowledge sharing that hypothesizes on how technology will continue to affect and alter design ten to fifteen years in the future.
We created a stencil typeface that served as both the primary logotype as well as the primary headline typeface in order to maintain brand recognition throughout all instances of messaging.
FS Stencil
We created a series of diagramatic illustrations depicting interpretations of ideas forming. This style of illustration combined with the typography evoke the same kind of materiality that participants would experience in some of the exercises employed during the events.
Documentation of the events, the work that was created, and the discussions that were had was compiled into a unique publication distributed around the country to Herman Miller and their partners. The content was expanded into digital and social platforms.
Creating the brand digital-first allowed us to easily activate across social and across Herman Miller’s various digital touchpoints. A key strategy here was pushing Herman Miller out of their comfort zone by launching the Future State brand on Instagram Stories in order to reach our millennial target.
