Marking the epitome of a solidified design team, Felix Sockwell, Steve Frykholm, and Peter Bell lectured at Bumble and Bumble last night. Collaboration seems to be their weapon, which is undoubtedly the key success behind the Herman Miller’s “Be” product line they discussed. Each designer brings their own multifarious expertise and distinct personality to the table.

Sockwell brings a hefty design and illustration background, working with the likes of DDB, The Richards Group, and eventually moving to San Fransisco to join forces with Brian Collins. He and Collins then came to New York to help co-found Rick Boyko’s Brand Integration group at Olgivy.

Bell is the promotional and wordsmith guru of the team. With years of experience as a copywriter under his belt, he helps manifest Herman Miller’s “Be” line into a thriving character.

Mr. Frykholm, who was Herman Miller’s first internal graphic designer, said, “I designed the poster for the Sweet Corn Festival in the summer of ‘70.” To which Sockwell piped up with the witty, “Yeah, I think I was about 11 months at that point.” Steve Frykholm clearly has a design background that is not only legendary but an invaluable recourse to this team.

The Herman Miller “Be” product line ranges from the C2 Climate Control to the Marker Eraser holder.  Slides of initial concepts, sketches, nomenclature, and packaging were shown from the inception of “Be.”

Mr. Frykholm stated that he likes to have his work visible in it’s infancy. He would later add, “This is where the real design process begins, dialogue truly starts when people see something. I let everyone see my work, co-workers, family, even the cleaning staff, I read their body language. Does it make them smile, frown, or whatever it may be.”

This openess and dialog is the driving force behind the “Be” campaign. The team has managed to assemble a distinctively bold character that separates “Be” from the Herman Miller aesthetic. You can see this realization come through in their “webesodes,” particularly in ”Dressed”. The aesthetic is also evident in the packaging Sockwell spearheaded. From its initial inception, however, it would have never been fully realized with out the collaborative efforts of Peter Bell and Steve Frykholm.

The collaborative efforts of these three men is truly inspired and genuine, which makes the entire promotional package of the “Be” product line even more authentic for me.