A multi-channel launch of Karman, Steelcase's most forward-thinking chair in company history, generating the highest pre-order volume they had ever seen.

Karman wasn't competing with other office chairs. It was redefining what an office chair could be. So instead of leading with features, we led with a feeling. The "Go Beyond" platform gave us one powerful idea that could stretch across every channel and every audience, letting the product's radical design do the heavy lifting.

The launch spanned a full-build immersive website, print and digital brochures crafted for the interior design community, social media campaigns, email sequences, video content, trade show materials, and sales enablement tools. Every touchpoint unified under the same platform, driving tangible results across the board.

Karman remains one of Steelcase's best-selling chairs, accounting for roughly 30 to 35 percent of all office chair sales. It's a product launch that didn't just hit its numbers. It permanently shifted the company's market position.