Herman Miller
Promoting Color
Client Response
Over the years, I have worked closely with Thesis on several large brand initiatives that require systemic thinking tied with beautiful results. The task isn’t always an easy one given our brand standards, let alone our collaborative process but Thesis remains true to their philosophy: Smart Design is Beautiful Design.
Kathy Keating: Sr. Manager, Global Brand Design , Herman Miller
Idea
The Caper chair is the second-highest selling chair in Herman Miller’s impressive global product offering (second only to the groundbreaking Aeron task chair). Very little has changed since its introduction in 1998 and the company recognized the need to provide colors and finishes that reflect contemporary ideas in commercial interiors. Thesis was tasked with re-establishing the popular product to existing clients—and introducing the chair to a new audience.
The strategy was to present the new palette to influential architects and interior designers with a kit of material samples, a new collection of product images, an email campaign, and a brochure that presents the product in the canon of color theory—focusing the message on simple color options without resorting to more pragmatic product feature and benefit positioning.
