Brand positioning, messaging, customer engagement
A VOICE, AND EXPERIENCE, TO INSPIRE NY DESIGNERS
When the Product Design division of architecture giant HOK designed a new line of furniture for public spaces, they realized that its potential went far beyond hospitals. Along with their manufacturing collaborator IOA Healthcare, they asked us to help them articulate the brand — and conceive of engagements — that would capture the imagination of attendees at New York's International Contemporary Furniture Fair.
When we heard that the Opening Night party was at MoMA, we called the museum to ask if we could remove the furniture from the museum's lobby and garden, and replace it with the featured HOK/IOA product? And MoMA said: no one has ever asked us that before. What a night, what a party, what a launch.
In the months following, we helped rename and rebrand the HOK team to become Rainlight Studio.