Project: Comprehensive Design System for 2024 Tent Pole Campaigns
Channels: Multi-Platform Implementation

Overview:
As the Senior Director of Global Brand Marketing at Humanscale, I led the creation and execution of a comprehensive design system for the company’s 2024 tent pole campaigns. This design system was developed to ensure brand consistency across all marketing efforts, providing a cohesive visual and verbal identity that aligns with Humanscale’s core values of sustainability, innovation, and ergonomic excellence.

Project Goals:
– Develop a unified design system to be used across all 2024 tent pole campaigns
– Ensure consistent brand messaging and visual identity across various channels
– Enhance brand recognition and equity through a cohesive and innovative design approach
– Streamline the creative process for internal teams and external vendors

Key Elements:

1. Strategic Foundation:
The design system was built on Humanscale’s overarching theme of “Connected,” which centers on the idea that all aspects of life and work are interrelated. It highlights the symbiotic relationship between individuals, the environment, and the modern workplace, emphasizing harmony, synergy, and unity. This theme is supported by three pillars:

– Planet Positivity: Focusing on initiatives and actions that promote environmental sustainability, conservation, and responsible stewardship of resources. This pillar underscores the importance of nurturing and preserving our planet for future generations.

– Ergonomics Everywhere: Highlighting the significance of ergonomic design principles in all aspects of life, including workspaces, furniture, technology, and daily activities. This pillar emphasizes the role of ergonomic solutions in enhancing comfort, health, and productivity for individuals.

– 25 Years of Freedom: Celebrating 25 years of the Freedom Chair, designed by Neils Diffrient. This pillar recognizes the legacy and ongoing innovation of this iconic design.

2. Visual Identity:
A vibrant and dynamic visual identity was crafted to reflect the brand’s ethos. This included:
– A refreshed color palette that exudes optimism and energy
– Consistent typography that communicates clarity and modernity
– Design motifs and patterns inspired by ergonomic forms and sustainable materials

3. Modular Design Components:
To ensure flexibility and adaptability, the design system included modular components that could be easily customized for different campaigns. These components included:
– Templates for digital and print materials
– Motion graphics and animations for video content
– The system also transferred to a show room and traveling exhibition

4. Implementation Guide:
A comprehensive implementation guide was created to facilitate the adoption of the design system across all teams and vendors. This guide provided:

– Detailed instructions on using the design assets

– Best practices for maintaining brand consistency

– Examples of the design system in action across various mediums

5. Campaign Rollout:

The design system was successfully implemented in key 2024 tent pole campaigns, including:

– NYCxDesign Event at Cooper Hewitt

– Fulton Market Design Days (FMDD)

– Clerkenwell Design Week

Results:

The design system not only streamlined the creative process but also significantly enhanced Humanscale’s brand presence. It ensured that every touchpoint with the audience was visually consistent and aligned with the brand’s values, thereby increasing brand recognition and loyalty.

Conclusion:

The development and execution of the design system for Humanscale’s 2024 tent pole campaigns was a pivotal project that showcased the power of strategic design in driving brand success. By creating a cohesive visual and verbal identity around the theme of “Connected” and its supporting pillars—Planet Positivity, Ergonomics Everywhere, and 25 Years of Freedom—we were able to elevate the brand’s impact across multiple platforms and solidify its position as a leader in ergonomic and sustainable design.

The campaign design system was launched for
1. Clerkenwell Design Week – London
2. Fulton Market Design Design Days – Chicago