The task at hand was to reinforce Herman Miller as a knowledge leader in its industry and affirm its connections with the architecture and design community. We created a new approach to periodical design by combining innovative images, graphic treatments and substantial copy in coherent but unpredictable ways.

A periodical published twice a year, containing longer essays (“Features”) and shorter, widely disparate treatments of a single subject (“Perspectives”), SEE varies in length, theme and direction with each issue. Salespeople use SEE as a significant point of contact and conversation starter with customers; each issue of SEE becomes a public record of Herman Miller’s research and views about the built environment.

SEE has earned a number of awards, and the recognition from our dealers, sales field and customers has been extremely positive. A few awards include International Paper Best on Press Gold Award, Distinctive Merit Award from 84th Annual Art directors Club, and Gold Award from the Society of Publication Design. SEE contains articles about environmental advocacy, which is part of Herman Miller’s heritage; the publication is recyclable, the paper stock chosen has 20 percent post-consumer waste content, and the inks used were Eco pure™ soy-based inks.