Of sitting. Of reflecting.
We begin with understanding the product as a platform and rendering the process behind it visible: nate is the result of an intensive, long-standing cooperation between designers, manufacturers and technical heads. The brochure copy tells the story of this product development in a personal and accessible way. From the initial idea to the finished chair, which is so good that it immediately spawns a whole product family. As well as introducing the people involved and the furniture itself, we also highlight the unifying and binding values that underlie the development process. When you leaf through the brochure, succinct quotes jump out at you and convey an impression of the people involved and their vision for the wooden chair of the future.
Of good things. Of doing better.
And this is what it looks like: PEFC-certified solid wood, pollutant-free raw materials – and a frame made from recycled plastic. This ensures that the individual parts do not need to be glued, and the chair can be repaired more easily. It also renders it more stable and thus more durable. But nate is not only good, it also radiates goodness. For us, this means: We cast a good light on nate and nate casts it back on us – reflecting the good.
Together with Munich-based photographers Myrzik and Jarisch, we translated this guiding idea into a visual narrative. The product photography plays with refracting light, overlays and reflections, yet it remains firmly grounded, allowing the warmth of the material to be seen and felt. In the brochure, we reinforce the effect of these images through an airy layout that employs lots of white, while the colour saturation of all other design elements is reduced. In the social media clips, our guiding idea is expressed through an atmospheric use of the products, as well as through close zooms and calm camera sweeps that are entirely dedicated to materials and surfaces.
This wooden furniture series offers one possible suggestion of how the future might look. Sustainability as a soft and harmonious symbiosis of nature and technology: this is what nate embodies. Thanks to our campaign, nate also conveys this vision to the outside world. For us, contemporary means: nate can be found in rooms where good things happen. So let’s spread the word.