In this hyperactive, hit ‘em over the head world we live in, there’s a lot to be said for subtlety and warmth. The job of graphic design is to capture the attitude and personality of a company and get it across the line in a fresh, compelling way. You can’t get this kind of work out of a committee, which is why smaller companies can exercise a distinct tactical advantage over their lumbering competitors. Metro Furniture is a division of Steelcase that has a lot of room to make its own mark in the world.

On this project I learned a lot about modern agriculture, such as the difference between dirt and soil. You don’t call it dirt in front of a farmer. On the design side, we decided to split the difference between rustic and the comics. Rocket Farms was a place where Flash Gordon wore coveralls and city people got their dose of the country via a windowsill herb or lettuce garden.