Humanscale
Meet the new Path for office furniture, designed by Humanscale.
- Brand Identity,
- Digital,
- Collateral
Known as the Patagonia of the workplace, Humanscale’s dedication to bringing sustainability and social responsibility to the world of furniture manufacturing long predates the current trend of corporate virtue signaling. Preparing to launch the world’s most sustainably built and inclusively designed task chair, they decided to develop a standalone identity for their new signature product.
Although the decision was ultimately made to not stray far from the parent brand, we pushed the boundaries of their tight brand guidelines to tell the story of their empathetic innovations in a less corporate and more relatable manner. When the pandemic hit a few months later this approach proved fortuitous as the company shifted its focus from commercial buyers to consumers looking to improve their work-from-home setup.
The Path chair was designed by renown industrial designer, Todd Bracher.
Digital Expression
Our comprehensive design system allowed the Path's sustainable and inclusive design messaging to shine across all of the brands digital marketing channels, from web to ads to social.
Launch
Upon Path's more formal rollout (and return to the office), our campaign work brought the brand to life in bespoke, thoughtful applications across conferences and trade shows to brochures and swag.