The Ask
Herman Miller had been in the healthcare space for 40 years, but few in the industry knew it. Fueled by this awareness problem and the acquisition of two smaller manufacturers, Herman Miller turned to Motion for help repositioning and re-launching its healthcare brand to health system executives, architects and designers.
The Solution
Our first step was to define the value proposition. Leveraging the merged brands legacy of clinical and design expertise, we devised “The power of space”—a bold promise to help the healthcare C-suite achieve the potential of their physical environments.
To express the new Herman Miller Healthcare brand, we took a cue from their human-centered legacy. Our new narratives and visuals painted a picture of possibility for the healthcare C-suite, showing and inspiring them see how their physical space could support and comfort the people who use it.
Motion translated The Power of Space brand promise into several immersive branded environments. The focal point is NeoCon: the largest tradeshow for the commercial interiors industry held annually at the Merchandise Mart in Chicago.
With the unique combination of expert consulting the industry’s most comprehensive product offering, Herman Miller Healthcare is now helping the healthcare C-Suite maximize the full potential of their physical space to address key issues: patient safety, patient experience and caregiver productivity.
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