For a hospital, audiences would include the and site observations. With each discipli.ne Haworth’s strategic decision to place
patients, medical staH: and visitors. For a uni- probing questions from a diH:erent vantage more emphasis on design led to the reno-
versity, this could mean current and prospec- point, the deliverable — which can range vation and transformation ofthe existing
tive students, professors, and the board of from a strategy document to construction of corporate headquarters into a world class
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communicati.ng who the client is, what’s i.m- push the envelope a little bit," says Kurt educated and inspired, and transform
portant to them and the unique characteris- Vander Schuur, corporate brand director workplace and corporate culture — no
tics that make them stand out among their for Haworth Inc., a designer and manufac- small feat."
competitors. turer of oH:ice furniture/ systems that oper- As part ofthe interdisciplinary
How this is done speaks to the true philos- ates in 120 countries. He met jones 15 Perkins+\Wi.ll team leading the discovery
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