Herman Miller
Creative Director - SYPartners
Client: Herman Miller
2000 - 2003
As part of a new business initiative, Herman Miller approached Stone Yamashita Partners to create a messaging strategy for a next-generation office space system that was in development. Central to the project was a 6,000-square-foot space that was being built to showcase to potential designers, builders, and enterprise customers Herman Miller’s vision and technology. To move visitors through the space and to explain this innovative approach, we created a series of customer journeys for each of the visitor types and built messaging panels, informational brainstorming carts, and an on-screen experience that could dig into the details of the tech and model out potential spaces.
Customer Journeys
To define messaging within the space, we created customer journeys that mapped out how the different audiences might move through the space. We created a number of physical artifacts and positioned laptops with an interactive tool to help educate potential customers about this highly-configurable office solution and to help them envision how this might work in their own office space or building.
Physical Artifacts
Several bespoke carts were created and positioned throughout the space. On the back of each cart were large cards containing information about the many underlying technologies on display. Each cart had a whiteboard to help facilitate conversations and get feedback from customers. Large messaging panels were positioned throughout the space with high-level positioning statements.