Functional Furnishings
OVERVIEW:
Functional Furnishings was a contemporary furniture retailer for 30-plus years, located in the heart of the arts district of the Short North in Columbus, Ohio.
As part of the their rebranding effort, the company launched their flagship website to keep the consumer connected with new products, sales, and events. While not typically staffed to manage a typical e-Commerce platform, due in part to an often lengthy fulfillment process and challenges with shipping related to European product lines.
The site was successful in providing product information, specifications, fabric options, and the ability to save items into galleries for inspiration. This tool was especially useful for consumers to consult sales professions could be accessed when engaging with sales associates of the store. The microsite was successful in building brand awareness, educating customers, promote sales or new product, and featuring popular designers or trending products.
ROLES:
Art Direction
Graphic Design
Illustration
INTRODUCTION & BACKGROUND:
A TIMELESS EXPERIENCE
Herman Miller's popularity stems from the unique design of core collection of timeless pieces that have defined both mid-century home aesthetics and the modern office environment.
The most popular and iconic Herman Miller furniture pieces include:
Eames Lounge Chair and Ottoman (1956):
Arguably the company's most recognizable piece, this chair, made of molded plywood and luxurious leather, was designed to have "the warm receptive look of a well-used first baseman's mitt." It is a permanent fixture in modern art museums worldwide.
Noguchi Table (1948):
Designed by sculptor Isamu Noguchi, this coffee table is a functional work of art, distinguished by its thick glass top and two interlocking, sculptural wooden base pieces.
Eames Molded Plastic and Plywood Chairs:
This collection includes the famous Eames Shell Chairs (side and armchair versions), which introduced the use of fiberglass and plastic molding to mass-produced furniture, and the original Molded Plywood Lounge Chair (LCW).
Nelson Marshmallow Sofa (1956):
Designed by Irving Harper for George Nelson, this playful piece features 18 individual circular cushions attached to a metal frame.
CHALLENGE:
Herman Miller engaged GSW Worldwide for a potential business opportunity. As part of this client engagement, the creative direction of the presentation materials would embody the nostalgia, history, product, and personality of Herman Miller marketing from the 1950s.
Herman Miller's approach to healthcare is a dedicated and distinct part of its overall business, focusing on applying its signature human-centered design principles to complex clinical environments. The company has been involved in the healthcare market since 1971, demonstrating a long-term commitment to the sector.
The healthcare division, which operates under the broader MillerKnoll collective (formed after the merger with Knoll in 2021), focuses on solutions that support the entire continuum of care, from administrative areas to patient rooms and surgical suites.
GSW Worldwide, a leading healthcare communications agency, engaged in a series of business discussions with Herman Miller Healthcare to explore potential opportunities, primarily focusing on marketing and advertising strategy.
Given that GSW is deeply involved in the pharmaceutical business and Herman Miller Healthcare specializes in furniture and systems for hospitals and medical environments, both entities operate within the broader healthcare and communications ecosystem.
As a specific element of this business dialogue, the creative direction for the presentation materials was required to evoke the nostalgia, history, product, and personality found in Herman Miller's classic marketing materials from the 1950s. This approach aimed to link Herman Miller Healthcare's modern solutions back to the company's legacy of iconic Mid-Century Modern design and communications.
