Peopledesign
The growth strategy firm for the built environment.

About Us
Our Book
Speaking

Contact Us

 

Approach
How built environment companies grow, and how we help.

How we help
Growth Diagnostic

 

Insights
Strategic thinking for built environment leaders.

BE Growth Index
Webinars
Frameworks and tools
Podcast
All articles

 

 

 

 

 

Thirty years of built environment work.

Client history

Peopledesign has worked with built environment manufacturers, dealers, and A&E firms since the early 1990s — alongside a broader range of clients across healthcare, education, and consumer brands. The work below represents that full history. The strategic focus today is the built environment, where we've done our deepest and most sustained work.

HM Retail 01
MillerKnoll

Sustaining brand authority for iconic brands.
ESI Showroom 05
Fellowes

Helping build a growing furniture brand.
2025 01 29 Haworth Soji Web Graphics 2
Haworth

Brand strategy for a global furniture leader.
2025 01 13 Wilsonart Web Graphics 7
Wilsonart Engineered Surfaces

A materials leader repositioned for a new market.
Lfi crop
Landscape Forms

Digital transformation for a category leader.
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Interface

Digital leadership turned into specification advantage.
Hon Inspired
HNI Corporation

Strategic brand work for one of the industry's most complex portfolios.
Steelcase Thumbnail
Steelcase

Supporting a contract furniture innovator.
Esi 01 Thumbnail
ESI Work Gear

A defensible position in a crowded market.
Haworth8
Haworth Fern

Launching a new global flagship product.
Ku Thumbnail
Kelley | Uustal

Relaunching a premium services brand.
Gvsu Thumbnail
GVSU Laker Effect

An integrated campaign for higher ed recruiting and development.
2024 06 26 GRC Web Graphics 3
Grand Rapids Chair Rebrand

A legacy seating brand found what made it worth specifying.
2024 08 28 GMB Web Graphics 1a
GMB Rebrand

Revitalizing an AE brand.
2025 01 13 Thumbnail Landscape Forms 1
Landscape Forms Website

A new digital experience for an industry leader.
2024 08 13 Hastings Web Graphics Magazine
Hastings Insurance Brand

Refreshing a 135-year-old brand.
2024 06 27 Otter Air Web Graphics 2
Otter Air Brand

Creating a new airline brand.
2024 09 27 MSBF Web Graphics 9
Michigan Sustainable Business Forum

Relaunching a sustainability brand.
2024 09 06 GRPL Web Graphics 21
Grand Rapids Public Library Rebrand

Updating a public institution to reflect a changing community.
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Amway eSpring

Consumer rebrand and global brand standards.
Wilsonart 01 Thumbnail
Wilsonart Engineered Surfaces

Repositioning a leading materials brand for growth.
Wilsonart Thumbnail 02
Wilsonart Vertical Market Program

Repositioning a leading materials brand for growth.
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Macatawa Bank Rebrand

Rethinking the brand experience for a regional bank.
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Neurocore Rebrand

Re-envisioning a consumer health technology company.
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ArtPrize Brand Creation

Creating an identity for the world’s largest art prize.
Hon Inspired
HON Rebrand

Rebranding a mid-market furniture giant.
KCAD thumbnail sm
KCAD Brand System

Recasting a higher education brand.
HM Retail 01
Herman Miller Retail

Relaunching a legacy brand.
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Amway Atmosphere

Global brand standards.
Pop Thumbnail V2
Interface POP

Creating a program to shape customer demand.
Dyf Graphics 06
Interface Hospitality

Launching a hospitality market brand.
11 20 Interface Play Page 01
Interface Digital

Digital innovation for a global sustainability leader.
REP4
REP4 - Rapid Education Prototyping

Rethinking equity in education.
GVSU Next graphics 01
GVSU Next is Now

Evolving an innovative education brand.
HM See 04
Herman Miller Marketing

Supporting a leading design and environments leader.
HM Healthcare 03 thumbnail
Herman Miller Healthcare

Marketing support for a leading healthcare furniture brand.
Hm Annual Reports Thumbnail
Herman Miller Annual Reports

Setting new precedents in corporate communications.
Lorin Card
Lorin Industries

Redefining a materials provider.
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Applied Textiles Rebrand

Repackaging textile processing.
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Guilford of Maine

A textiles brand aligned its long-term vision with immediate market pressure.
Gram Thumbnail
Grand Rapids Art Museum Brand

A new identity for a new era.
SBDC thumbnail
Michigan SBDC Customer Experience

Reimagining a business services delivery.
Bloomscape graphics photo 02
Bloomscape Brand Creation

Planting an online brand for healthy growth.
Uica
UICA Rebrand

Re-imagining an emergent brand.
Gordon graphics gordon
Gordon International

Aligning brand vision and image.
Cumberland Thumbnail
Cumberland Furniture Rebrand

Revitalizing a classic brand for a changing dealer channel.
2025 01 13 Thumbnail Graphics izzy
izzydesign

Growing an innovative brand.
Indiana Furniture graphics all in
Indiana Furniture

Reimagining and repackaging a quality brand.
2025 01 13 Thumbnail Graphics USAI 01
USAI Lighting

Relaunching a lighting technology innovator.
Kuchar Thumbnail 02
Kuchar Studio Brand

Rebranding an interior design studio.
2025 01 13 Thumbnail Graphics SOI
SitOnIt Seating

Relaunching a growing mid-marketing seating brand.
Inscape Graphics 08
Inscape Rebrand

Relaunching a 100-year-old furniture brand.
Hoymiles graphics logo with photo
Hoymiles Rebrand

Rebranding a clean energy company.
2025 01 28 Bio Fit Web Graphics 15
BioFit

A tighter strategy for a niche furniture company.
2025 02 02 Wilsonart Web Graphics 2
Wilsonart Traceless Campaign

New product positioning and campaign.
2025 01 28 Highmark Web Graphics 1
Highmark Seating

Highmark got clear on who it was for, and how to reach them.
2025 01 29 Haworth Soji Web Graphics 1
Haworth Soji

A new photo library for a critical seating product.
2025 01 29 Georgia Pacific Luxe Pack Web Graphics 2
Georgia-Pacific Luxe Pack

Displays and point-of-purchase approaches for a trade show in Monaco.
2025 02 01 Vaxcel Graphics 17
Vaxcel Lighting Rebrand

Refocusing and repackaging a retail lighting brand.
2025 06 27 Spec CS Graphics 9 1
Spec Furniture

Spec Furniture grew into its name.
2025 07 01 ERG Logo
ERG International

Repositioned for A&D specification.
Gp7
Georgia-Pacific Bleached Board

Repackaging a global paperboard manufacturer.

Peopledesign
The growth strategy firm for the built environment.

About Us
Our Book
Speaking

 

 

Approach
How built environment companies grow, and how we help.

How we help
Growth Diagnostic

Insights
Strategic thinking for built environment leaders.

BE Growth Index
Webinars
Frameworks and tools
Podcast
All articles