Graphic Design That Works

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herman miller

Personal and Friendly

“Every year we get together with the client to talk about

a theme for the annual report. This year’s theme was

about the introduction of a new product line called

Resolve,” says designer Yang Kim. “The product is very

unique in that it redefines and transforms the office

environment. The whole idea behind the line is that it

creates communities and areas of personalization. So,

with this annual report, we tried to give the piece a

human quality that is friendly and fun.” Researching the

intricacies of the product line was crucial to ensure that

it would be portrayed appropriately. “We took a lot of

snapshots, looking at locations and making sure we had

the right product mix represented throughout the book,”

Kim details.

The design team chose illustration as their venue for

interpreting the new and innovative line, and the

whimsical handwork of illustrator Jack Unruh was the

perfect choice to convey the message. Within each

illustration, there are sidebars—concepts that Herman

Miller wanted to communicate to its audience about

how to improve work environments. In the midst of the

theme book, a gatefold illustration depicts the Resolve

product development team. “They are the main people

that helped launch the product,” notes Kim. “It’s sort of

a homage to the team.” In addition to the report, BBK

Studio developed a booklet of “firsts”—Herman Miller

innovations over the past fifty years. The booklet was

also used as a stand-alone brochure. “It is a reminder

of the great things that Herman Miller has to offer, and

it ends with the new Resolve line,” offers Kim. The

illustrated annual report breaks up into three sections

that are wrapped and held together by a bellyband.

The annual report also serves as a corporate overview

brochure for Herman Miller.

CLIENT:

Herman Miller, a contract

furniture manufacturer, is

introducing its latest innovation,

the Resolve System.

FIRM:

BBK Studio

CREATIVE DIRECTOR:

Steve Frykholm

DESIGNERS:

Yang Kim and Steve Frykholm

PHOTOGRAPHER:

Herman Miller archives

ILLUSTRATOR:

Jack Unruh

COPYWRITER:

Clark Malcolm

ABOVE: The annual report breaks

up into three sections—theme

book, proxy statement, and form

10-K. They are wrapped and held

together by a bellyband.

Graphic Design That Works

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W)

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LEFT: In each spread, the

Resolve line is illustrated in

a warm, friendly, and inviting

manner. In conjunction with

the annual report, the “first”

booklet highlights fifty years

of innovative designs from

Herman Miller. The booklet

ends with the new Resolve line.

What Works

Distributed to shareholders and institutional investors,

the illustrated annual report communicates the personal

side of the high-tech product. “It was a hit with the

sales force,” notes Kim. “They essentially use it as a

kind of capabilities piece with prospective clients.”

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