From the client brief: ...with 100+ years of heritage in workplace, homespace, and lifestyle furniture design [...], MillerKnoll is a next-level something special.

Despite their strengths, MillerKnoll still faces some challenges:

• How to better sell premium-priced DESIGN, not just “furniture”?

• How to better sell against lower-quality, lower-priced copycats?

• Took client’s brief.

• Reframed the problem.

• Designed a strategy to outmaneuver the competition.

• Pitched it to the entire brand department.

• A business problem turned human problem.

• a pitch: “...a strong heritage. A product of definite taste. A brand with infinite goodwill. Except… that’s only true for a lucky few. Most people don’t get why they should spend so much on a chair. Why would they? The guy next-door is selling a same-looking one for a fraction of the price. So, make people feel the value of high-end design and space framing. Make MillerKnoll real.”

The Senior Director of Global Brand Marketing needed a fresh take on how to outmaneuver their growing competition.

We did this and then some…

• Uncovered a dangerous cultural trend for the future of their business: younger generations don’t care about MK’s product as much as MK thinks.

• Blazed a trail to further creative and strategic thinking.

• Designed an uncopyable advantage.