Steelcase transforms workplaces through a research based approach to design. But while projects were both plenty and prestigious, they were lacking a way to share the story from APAC.

Setting a new direction for the brand, we created an editorial approach consisting of film and an in-house published magazine that puts the human centred perspective in focus.

A story worth telling.

Steelcase had recently completed a larger research study that convinced China tech giant Lenovo of the positive change a new workplace culture could bring. As a result, they were tasked with implementing a prototype environment in their existing Shanghai headquarters.

Consisting of Steelcase signature furniture and environments for both permanent workers and what they call “nomads”, the new setup brought significant change to the way teams came together and collaborated – from the management level down to the design department.
With China being a booming market for office transformation, this was a story worth telling.

A story. Not a case.

Steelcase needed a platform that allowed them to share their stories both internally and to potential clients, but also across design blogs and other editorial platforms.
Rather than keeping Steelcase front and center, we developed a new identity under which this new content could live. Unfold is a new approach to storytelling that goes behind the pretty pictures of space and allows for deeper and more nuanced insight into the context of the change. In this case, the backdrop of Shanghai’s rapid development and the tradition of a long ingrained work culture.

An independent brand consultancy with offices in Hong Kong and Copenhagen. We define and design new products, services and experiences that drive growth for ambitious brands.

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