Reintroducing a beloved icon

As global design community leaders for over a century, Herman Miller is truly an iconic and visionary brand. On the eve of the company’s acclaimed Aeron chair’s 25th anniversary, the team set out to relaunch a newly engineered version.

We partnered with Herman Miller to develop and execute a global campaign that conveyed the chair’s iconic status as the most beloved option of the modern workspace, treasured in over 130 countries and as likely to be seen in the MoMa as in an episode of The Simpsons. Ultimately, we delivered a comprehensive go-to-market strategy for B2B to B2C audiences, campaign creative direction, and content production.

Design influence meets the modern worker and workplace

Reengineering the Aeron meant drastically changing the product while also keeping much of the design the same. Materials and ergonomics advanced, while the chair’s silhouette remained recognizably similar.

Core to Herman Miller’s brand story, this juxtaposition of cutting-edge technology and timeless design transcends the space between form and function, art and science, and work and life.

Juxtaposition found in unexpected places

It was this inspired study in juxtaposition that drove the visual and tonal inspiration for the campaign and its five distinct campaign content executions: Masterpiece Remastered, Calm Intensity, Anchored Freedom, Liberating Tension, and Engineered Serendipity.

30 Million launch period campaign impressions
77% increase in website traffic
70% website traffic driven by campaign

Rolling out Masterpiece Remastered

Seen across Herman Miller’s digital channels and marquee publications—including The New York Times, Fast Company, Dwell, Pinup Magazine, and Architectural Digest—the campaign evoked a sense of revitalization across audiences nostalgic for the original product, while also sparking a new class of designers, makers, and thinkers who are only now discovering Aeron.