Herman Miller: An education inauthenticity

ASK How can Herman Miller best address the continued growth of imitations of its classic designs in the marketplace?

NOTE: This case study is a Fairly Painless project — one of our favorites — and it still holds up well today. Credits: Beth Taylor — creative strategy, Peter Bell — creative direction, Julie Lang — art direction and design. Video design and development by Karin Fong of Imaginary Forces.

APPROACH Engage designers with an education in authenticity and the distinction that comes with specifying and buying the original designs from the original designers. Ensure that the answer is on brand and in keeping with Herman Miller’s brand heritage and voice. Spend hours in the archives (loving every minute of it) digging through sketches, photos and design history.

ANSWER Share the concept with your favorite high-value talent and convince them to join, assembling a dream team with a great client.

Create a film, poster and postcards ready to travel to design schools, creating consciousness for designers as they grow and graduate.

Create passion for authenticity and originality. Let designers make good choices. Maintain
Herman Miller’s leadership position for design heritage.