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Herman Miller’s brand marketing team requested post-purchase concepts that would present the Herman Miller brand coherently and in alignment with the company’s high expectations for customer service and communication. The product hangtags were redesigned to present an overview of the company and product and were paired with a card celebrating the product’s designer (or design team). Additional consideration was given to how users might access adjustment information through printed hangtags attached to the products, PDFs available for viewing and download from the website, carefully choreographed adjustment videos and boldly-branded cartons.
Herman Miller, Inc.
Zeeland, MI, United States
St. Joseph, MI, United States
Brian Edlefson (Creative Direction, Design), Mark Cook (Art Direction, Design), Greg Anderson, Heather Tucker (Design)