Herman Miller
OVERVIEW:
Herman Miller is a globally recognized American company celebrated for its innovative, modern furniture design and commitment to ergonomic excellence.
Established in 1905 and renamed in 1923, the company rose to prominence during the mid-20th century, becoming synonymous with modernist design through its collaborations with legendary designers like Charles and Ray Eames, George Nelson, and Isamu Noguchi.
While its product portfolio spans home furnishings and healthcare environments, Herman Miller is perhaps best known for revolutionizing the contemporary office with iconic pieces such as the Aeron Chair, which set a new standard for ergonomic seating, and the adaptable Action Office system, regarded as the progenitor of the modern office cubicle. Today, the brand remains a leader in sustainable manufacturing and thoughtful design, consistently influencing how people work, live, and interact with their environments.
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.
