Geiger Brand Experience + Showroom

Geiger International, a Herman Miller company, pioneered modular wood casegoods and furniture for commercial interiors, earning a reputation for uncompromising design standards. After the acquisition, however, the brand lost focus and its identity became diluted. Geiger engaged Grant Design Collaborative to revitalize the brand and drive revenue through an integrated marketing strategy. I was selected to lead the 15-month initiative.

We focused on Geiger’s unique association with premium wood veneers and timeless design, repositioning the brand as a top-drawer resource for high-end, image-driven commercial interiors. The brand was relaunched at NeoCon in Chicago, where our Geiger Boutique exhibit received the International Interior Design Association’s (IIDA) Creative Excellence Award.

Building on the momentum, we renovated Geiger’s flagship New York showroom, developed vertical market strategies, and launched a new advertising campaign.

Impact
Sales increased by 148%, reaching the highest levels in the company’s history.