Knoll: HiLo

Role: Art Director + Designer
Studio: Gretel

The brand identity for Knoll’s new chair, the HiLo. It’s a category-breaker with unparalleled form, designed for standing desks and impromptu meetings.

To capture the HiLo’s two main traits—it’s lightness and mobility, and the unique way the user engages with it—we used the metaphor of a tiny bird alighting on the chair. This simple image evokes curiosity and begs the viewer to follow our bird through all of the literature associated with the product—from brochure, to microsite, to in-store merchandising.

The scope of the project also includes the in-store packaging for the HiLo. This is a first for Knoll, as they typically don’t package products for retail sale. The designs must attract and educate, yet retain the playfulness and simplicity of the overall brand thinking.





Staying true to the Knoll typographic purity, simple pairings quickly evoke the spirit of the brand and the people who engage with it. Opposing ideas are combined into one powerful expression. 



The HiLo is a big reveal for Knoll, and warranted its own microsite to build interest and to educate. The site captured a variety of images of the product in use (including a tutorial video), production sketches and designer profiles.



Executive Creative Director: Greg Hahn
Creative Director: Weston Bingham
Heads of Production: Dina Chang, Larissa Marquez
Art Director: Dylan Mulvaney
Designers: Dylan Mulvaney, Elaan Bourn, Pam Olecki
Producer: Haley Klatzkin
Maya Artist: Todd Peleg
Retoucher: Osvaldo Ponton