“We created the brand identity for Knoll’s new product, the HiLo. To capture the HiLo’s two main traits—its lightness and mobility, and the unique way the user engages with it—we used the metaphor of a tiny bird alighting on the seat. This simple image evokes curiosity and begs the viewer to follow our bird through all of the literature associated with the product, from brochure to in-store merchandising. The HiLo warranted its own microsite, which captured images of the product in use—including a tutorial video—as well as production sketches and designer profiles.”
