Geiger Color Portfolio
Geiger specializes in the design and manufacturing of modular wood casegoods and architectural furniture for private offices and commercial interiors. The brand is part of MillerKnoll, the result of Herman Miller’s 2021 acquisition of Knoll. I led marketing for the Geiger brand as a one-person team for more than six years.
I wrote the strategy and led the team that developed the Geiger Color Portfolio. Comprised of 19 veneers, 16 Signature Colors, and four Limited-edition Colors, the Portfolio offers a functional array of finishes from among the industry’s most-specified color families.
The Color Portfolio was developed based on in-depth research I led and conducted, which included an evaluation of Geiger’s top- and bottom-five selling finishes by product line over the previous three years; competitive offerings; trends in commercial floorcoverings and wallcoverings; forecasts for various consumer industries, including housewares, fashion, and automobiles; and one-on-one interviews with architects and designers from across the country.
The brochure introduced the system and included details about all finishes and colors; a web-based tool on the Geiger website provided the information as well.
A launch deck of puzzle pieces printed with all of the wood finishes and paint colors introduced the Portfolio at in-showroom presentations. The deck was a memorable demonstration of the built-in compatibility between wood finishes and paint colors, giving designers the freedom to select based solely on aesthetic discretion.The puzzle pieces based on the Color Portfolio did double duty as the year’s holiday card, with the addition of a small hole and string. Each recipient received a randomly selected wood finish or paint color, and a semi-opaque vellum sheet carried a holiday message and included space to write a personalized note. The pieces were backed with recycled board, and the package was sent in a recycled and recyclable mailer.
The system was promoted in showroom displays in Chicago and other select showrooms and dealerships across the country, and with a website that let users try various finish combinations on typical office furniture layouts.
