Herman Miller asked mono to create a launch piece for its new chair, Setu, at NeoCon World’s Trade Fair in Chicago. Herman Miller’s one and only mandatory: Make it craveable. Our solution? We identified the strategic tenets of the chair and commissioned three different photographers to deliver their artistic interpretations. The result? A range of distinctly different styles, each working together to create one cohesive brand story. It’s a hardworking marketing piece that presents itself as artwork. Each chair benefit blends seamlessly into each photographer’s vision and photo narrative. The photography is striking. The design epitomizes the beauty of simplicity. And the writing poetically guides and informs the reader, rather than pitching features and benefits.