REINTRODUCING A BELOVED ICON

As global design community leaders for over a century, Herman Miller is truly an iconic and visionary brand. On the eve of the company’s acclaimed Aeron chair’s 25th anniversary, the team set out to relaunch a newly engineered version.

We partnered with Herman Miller to develop and execute a global campaign that conveyed the chair’s iconic status as the most beloved option of the modern workspace, treasured in over 130 countries and as likely to be seen in the MoMa as in an episode of The Simpsons. Ultimately, we delivered a comprehensive go-to-market strategy for B2B to B2C audiences, campaign creative direction, and content production.

DESIGN INFLUENCE MEETS THE MODERN WORKER AND WORKPLACE

Reengineering the Aeron meant drastically changing the product while also keeping much of the design the same. Materials and ergonomics advanced, while the chair’s silhouette remained recognizably similar.

Core to Herman Miller’s brand story, this juxtaposition of cutting-edge technology and timeless design transcends the space between form and function, art and science, and work and life.