Steelcase Series 2

Art Direction + Styling

2020

THE CLIENT—

Steelcase added Series 2 to their catalog in early 2020. Series 2 is a new task seating solution that is also an evolution of its predecessor, Series 1.

THE OBJECTIVE—

Position the Series 2 as a product that competes with the industry’s best selling office chairs at a lower price point. Series 2 is a high quality and long-lasting chair that is sold for less (thanks to Steelcase’s production and design technology) without compromising quality, sustainability, or ergonomics. It is also sold in a wide variety of finishes that allow for more customization than many other competitors in the market.

THE SOLUTION—

We created a set of images that showcase the best attribute of the chair: its customization capabilities and beautiful materiality. To allow for flexibility of use, our team made sure the renderings were varied in typologies: single chairs over color sweeps, families of different chairs in different finishes and heights, and the chair in different office environments. As an in-house art director for Steelcase, I collaborated with interior designers to define the color and materiality palette, and scope of spaces. I also coordinated a team of 3D visualizers to define the lighting, studio settings, angles, styling, and interior architecture of the images. Finally, I worked together with the graphic design team to bring the pictures to our website, online store, and social media in different layouts and animations.

Animation by Conduit Studio.

“Steelcase Series 2 is an attainable, high-performing task chair

that can be personalized with extensive style choices.”