A New Direction for Steelcase

A Brand New Brand To Help Secure A Seat At The C-Suite Table

Situation

When a private investor group purchased and merged the two largest Steelcase dealers in Chicago, they invited our team to help them create one, new, authentic brand identity that could differentiate them from the pack, resonate with their target customer (C-Suite Decision Makers) and signal an exciting new chapter to internal stakeholders (employees, investors and partners).

Solution

LISTEN — In-depth, internal interviews with key employees provided our team with a sound foundation of insights that were later validated and expanded upon via interviews and surveys with design-influencers and C-Suite decision-makers.

THINK — We distilled these findings into a unique and ownable positioning and crafted one, comprehensive Brandcasting ® strategy that provided both strategic guardrails for today and ideal aspirations for tomorrow.

DO — We assembled teams of our favorite writers and designers from across the country (aka P9 Creative S.W.A.T.), briefed teams on the target customer mindset and the unique role the brand should play. We then oversaw the on-strategy creation of key, marketing assets—- from a strategic, unique name and graphic identity, to marketing collateral and sales materials, to signage, truck designs and more.

Timing: 3 months