Herman Miller Catalogs

Setting the standard

What began as a single catalog redesign project set the standard for an entire system of customizable catalogs for Herman Miller’s healthcare, government, education, small and medium business, and ergonomic portfolios. Our mission was to challenge potential customers to think differently about the role of design in improving people’s lives, while also differentiating Herman Miller’s product offering.

To achieve this, we purposefully placed insight features and case studies throughout each catalog. These articles blend photography, storytelling, and testimonial from customers to validate the results of Herman Miller’s efforts to create environments where everyone can thrive.

Deliverables

  • Catalogs + Catalog System
  • Illustrations

Our Role

  • Print Design
  • Photography Art Direction
  • Print Production

Team

  • Emily Watz—Design
  • Katrina Scharrer—Design, Illustration
  • John Binagatan—Design, Illustration
  • Andrew Dull—Creative Direction
  • Mark Mahaney—Photography
  • Daniel Carlsten—Illustration
  • Mindy Koschmann—Copywriting

Catalogs

Together with the Herman Miller Brand Creative team, we devised a spirited visual direction mixing photography and illustration to communicate the breadth of designs for Herman Miller’s diverse markets.

“Herman Miller enjoys a longstanding creative relationship with Concept A. The work they did in catalog design for a focused business segment was well received and widely praised as a benchmark. From that first successful result, Concept A then created a clear design system and set the tone for our printed catalog offer.”

Richard Elder
Vice President
Global Brand Design

Case Studies

Working with a writer from Herman Miller’s editorial team and photographer Mark Mahaney, we developed a more journalistic, documentary-style approach to the traditional case study format.

Illustrations

We developed a series of illustrations based on the visual vocabulary that Swedish illustrator Daniel Carlsten created for Living Office. Each of the illustrations includes spirited details tailored to each market.

“Concept A’s inclusion of case studies in the catalogs helps potential customers see how other businesses are benefiting from well-designed spaces and supportive products. In the small business catalog, you can feel our customers’ entrepreneurial energy and see how their spaces are fueling that. It makes the catalog work harder and increases the likelihood that people will reread it.”

Adrienne Rehm
Marketing Lead
Herman Miller

Partner with Us

Let’s work together to design the future of your brand. Tell us about yourself, and someone from our team will be in touch to schedule an appointment.

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© 2017 Concept A Creative Studio. All Rights Reserved

Partner with Us

Let’s work together to design the future of your brand. Tell us about yourself, and someone from our team will be in touch to schedule an appointment.

Sent ✔
Oh no! Something’s not right. Please fix the errors above.