We worked in close collaboration with the Steelcase Asia brand team to uncover a simple yet impactful idea that would guide the development of the In The Creative Chair brand.The idea of “Talks that Transform” conveyed the brand’s focus on originality and impact, and captured Steelcase’s commitment to unlocking creativity in the workplace.Bringing to life a one-of-a-kind talk series meant reimagining all of its elements-the speakers, the format and content of the talk, the venue, the giveaways, the promotion. In partnership with the client team, we defined dos and don’ts for each element, based on the brand’s purpose and personality. The visual identity anchored by the Chair device, is both flexible and versatile, stretching, shrinking and working in tandem with a wide variety of imagery to create an effect that is surprising and thought-provoking, yet fun. Balancing consistency with customization, the design for each event was tailored to highlight the unique aspects of the respective speaker, and expressed across touch points ranging from e-invites and venue signage to name tags, and tote bags.
