Client Name: Eurotech

Industry: Seating (Workplace; High-End)

Execution: Catalog

Challenge or Business Need: The existing catalog had been in use for a few years and the client wanted a fresh look and approach. Additionally, the original  cover image and copy (while cute) reflected the theme of business as war and the chair as an ally, something that felt out of touch with current workplace approaches.

Strategy: Embrace a softer, warmer feel while highlighting the importance of the right chair and explaining why Eurotech is ideally suited to deliver “the best seat in the house, wherever you put it.”

Execution: The cover has a playful, almost Dr. Seuss vibe, as different expressions using the word “sit” reinforce all the different ways we can and need to sit. The payoff comes when the red background on top gives way to white space and the only advice that really matters (and their legacy tagline), “sit smarter.”

The catalog notes that Eurotech has spent nearly 40 years working on the perfect chair (42 of them, actually) and suggests the reason “we spend so much time on our chairs is because it’s where you spend your time.”

The copy closes by wryly reminding potential chair buyers “At the end of the day, it’s about how you feel…at the end of the day.”