Projects / Herman Miller

Herman Miller


The Brief

The brief also required the design of an integrated print advert showcasing their Setu chair. This would be seen within the event guide for ‘Sleep’, an international exhibition for hotel owners, architects and developers which takes place each year in London.

The Challenge

Herman Miller required a new print catalogue showcasing their premium products, while building on their brand portfolio.The graphic design would deliver a precise, detailed and stylish illustration of their high quality range of office chairs, and their exclusive Aeron chair in particular. The key target customer group would be the hotel and leisure industry within Asia.


Our Approach

Our product photographer directed the photo-shoot in the Hyatt Hotel, capturing an optimum environment to bring the imagery to realisation and achieve the objectives in the brief.

A simple yet functional grid system was used to clearly promote both chair options and the array of colours available. A balance of clear images, text and white space was used to produce a functional yet informative catalogue.

With the overall client aim was to maximise product enquiries, our delivery focused on the creation of a contemporary and stylish publication that would establish Herman Miller products as modern classics, making them a ‘must have’ for all discerning interior designers and developers.

The Finished Piece

Herman Miller are now the proud owners of a rapidly growing sector within a premium market. We’re very happy too, because we have a delighted customer who’s seeing a significant uplift in enquires and sales.

Understanding a lot about strategic corporate communications, we used this campaign to help Herman Miller push their brand, product range and business forward. As a full service agency, we’re proud that our design solution played a significant role in this.