Purpose of the Work: Launch a new, high-end office chair in a category that’s not looking for another high-end office chair. No small challenge.
What if we changed the conversation from what you do in the chair (sit) to why you’re in the chair (to think)? The category was mired in the physical—we decided to challenge category conventions and position Embody, the successor to Herman Miller’s Aeron chair, as the first chair to support not just the body, but also the mind.
This interactive experience targets companies that are thinking about the workplace differently. They don’t view their employees as bodies, but as minds. And they know that the companies who cultivate the best brains win. Think Google, Apple, Nintendo, Pixar and Virgin.
CREDITS
company: mono
designer: mono
client: Herman Miller
copywriter: mono
production: Freedom & Partners
date published: November 2008