The idea was to take a holistic look at the soul elements of Herman Miller. We originally wanted to do this via a double truck ad series for the Wall Street Journal. Since we didn’t have enough money to produce and run the ads. Steve Frykholm (Herman Miller’s creative director) suggested a compilation of the ad ideas into one piece. Dan Botruff (Herman Miller’s marketing director) got the alternate idea approved and budgeted, and we were off to the races. The only real “but” following the original concept presentation was the “it isn’t 8 1/2 x 11” one.