Herman Miller: Brand repositioning


Repositioning and re-launching the iconic Herman Miller furniture brand in the healthcare space.

Pivotal Insight

Key audience, health system executives are concerned about issues like patient satisfaction and patient safety. So we inspired them to see how Herman Miller Healthcare furnishings could make their hospital environments better and safer.

Brand launch

To express this new value proposition, we created the phrase, “The power of space.” This became the new mantra for the brand and was a focal point across the launch, from print advertising to multi-dimensional collateral to environmental graphics and messaging for their flagship showroom.