Humanscale: Path

Unmatched in environmental stewardship, Humanscale built a chair to articulate that ambition — the Path chair, designed by Todd Bracher. Imagined as the most sustainable task chair on the planet and flexibly designed to adjust for every body, the introduction of Path provided a unique opportunity for expanding on parent and product brands alike.

The platform and messaging for the brand, ‘Planet Positive,’ is core to the company’s mission and means each chair is a net positive product from supply chain through production and use. The environmental lens served as brand entry point, but also allowed for rich storytelling around Path’s functionality, flexibility and approachability for all consumers. Like the chair itself, wrapping a complex system in simplicity of execution was key to success.

Taking cues from Humanscale’s minimal modernist identity system, we developed a mark alongside a more emphatic layer of typography, distinct palette, novel blend of warm lifestyle imagery and environmental textures with diagrammatic, tech-forward renders. Our brand system rode on Humanscale’s rails while stepping outside of the bounds of the brand to establish a new path for both.

Photography

Our photographic art direction for the Humanscale Path chair focused on creating warm, approachable imagery with soft natural light, tactile detail, and calm, lived-in environments. We emphasized a balance of lifestyle context and crafted close-ups that highlight the chair’s rounded silhouette, knit texture, and human-centric design without feeling staged or clinical. All photography show was produced in-house based on our art direction, ensuring a consistent, elevated visual language throughout.