Overview

I collaborated with Steelcase’s New Business Innovation team to define the messaging, visual direction, and supporting materials for their new Space-as-a-Service business model. The goal was to introduce a disruptive service within the context of Steelcase’s existing offerings, ensuring clarity and alignment across all touchpoints.

challenge

The primary challenge was positioning the membership model in a way that highlighted its unique benefits—simplicity and speed—while ensuring it seamlessly fit into Steelcase’s broader product portfolio. It was important to differentiate the service without disrupting the established product framework.

approach

I crafted a clear narrative that emphasized the core benefits of the service, focusing on its simplicity and speed. To aid in understanding, I designed visuals that clearly outlined the service’s process, including a process visualization that guided potential customers through the new concept step-by-step.

solution

In addition to the pitch narrative and visuals, I created a brochure and catalog that provided tangible, easy-to-understand materials for customers. These resources effectively communicated the value of Space-as-a-Service, helping customers visualize how it could meet their needs within the context of Steelcase's broader offerings.