When Herman Miller launched Cosm, a new self-adjusting office chair coming into a crowded marketplace, they required a stand-out creative campaign that broke down complex information. I worked closely with the product designers, engineers, and marketing team to write all web copy, including key messages, the design story, tutorials, and technical information. I also storyboarded and wrote the launch video copy and crafted all social across paid and organic.
To announce to the design community that Herman Miller had acquired the Danish design company HAY, we sat down with founders Rolf and Mette Hay and design archivist Amy Auscherman in Copenhagen to tell the human-centric story behind the partnership. As the Editorial Lead, I pitched the concept, drafted the interview, served as the on-set editorial consultant, and wrote the story for our in-house magazine.
Herman Miller’s initial partnership with Logitech G sparked the company’s highly successful market entry into the vast world of gaming. As the Editorial Lead for the launch of the initial line of products and sub-brand at large, I worked on high-level marketing strategy, defined the voice and tone, launched the blog, and served as the sole copywriter across all materials (web copy, social media, video, and advertising).
When Herman Miller offered a power add-on for the iconic Eames Tadem Sling seating, I pitched a story highlighting the role of evolution over innovation in the Eameses legacy to connect the past to present and tell a larger brand story.
Herman Miller needed a digestable piece to break down the complex findings of a study done in partnership with the Texas A&M Ergonomics Center that examined the effects a comfortable chair has on cognitive performance. I interviewed the experts involved, synthesized the data and its outcomes, and crafted the piece in collaboration with the digital design team.
The pandemic hadn’t yet happened when I worked as the Editorial Lead for the launch of OE1, an agile collection created for the changing world of work. For the design story, I worked closely with the designers to explain to a contract audience how the product easily adapts to the way we work in the age of COVID. I crafted all copy for the larger product line, wrote the design story, and edited the video script.
The copy for the Zeph Chair by Studio 7.5 needed to grab a younger demographic looking for an entry-level option and highlight the idea that the chair bridges the gap between Herman Miller’s iconic mid-century designs and the ergonomics of today’s work chairs. I wrote all web copy, crafted the design story, and consulted on exhibit text.