Print Design // Created for Steelcase
Objective: Design a system of proposal materials in response to a potential Steelcase customer, who was relocating their corporate headquarters and hoping to create a major cultural change within their company.
Audience: Top decision-makers at a potential Steelcase customer.
Solution: This company was relocating its headquarters from an out-of-date office in the suburbs to a newly constructed building in the center of a major city. In addition to physically transforming their office, they wanted to significantly transform their culture into a more flexible and innovative workplace, in order to attract younger generations. Since culture change is Steelcase’s bread and butter, our project team wanted to make sure the design and content of our responses reflected that.
Our team wanted these responses to have a magazine-like, editorial feel, as opposed to feeling like typical business documents. The project consisted of three phases, so I maintained consistency throughout the three deliverables by using similar layouts and typographic styles, and by including plenty of casual, residential-style photography wherever possible.