Haworth Fern Chair
Haworth, a leading global furniture company, asked Peopledesign to help re-energize its ergonomic seating offering by launching its new flagship work chair.
The contract furniture market is mature, particularly in North America. Fern, Haworth's innovative new chair, had the opportunity to break through the competitive static. We worked with the leadership and product marketing teams, analyzed the company, product, customer, trends, and competition, and crafted a refined product position, message, and customer journey. The resulting strategy led to a series of tactics and tools used to launch the chair at a global tradeshow.
Haworth had a clear opportunity to lead. While Fern's new features are impressive, rather than listing the facts, we focused on emotions and the overall effect of making this product choice at a category and Haworth brand level. We developed a message framework that targets decision makers, influencers, and salespeople, to help distance Fern from the competition
The Fern brochure was one of our highest used brochures at a Haworth launch ever.
Peopledesign was fantastic and delivered what we needed when we needed it. They are extremely strategic, creative, and organized. Unfortunately, you don’t often see agencies excel in all three of these areas.