Herman Miller Gaming partnered with us to bring a century-old design legacy into the fast-paced world of gaming. By uncovering the brand’s roots in performance, we positioned Herman Miller Gaming as the original authority on endurance, comfort, and focus. Built for gamers who demand more from the hours they put in. This insight shaped a brand platform grounded in Inspiring Human Potential, reframing heritage as a competitive advantage.

We created a flexible identity system that balances refined craftsmanship with the energy of gaming culture, spanning product, packaging, motion, and voice. To support the relaunch, we developed the campaign Anyone Can Win Once and collaborated with 3D artist Pedro Veneziano to reimagine hero products in bold, abstract expressions. The result is a re-energized brand that elevates gaming culture while staying unmistakably Herman Miller.