Humanscale is a company that “walks the walk” when it comes to creating office furniture that is both ergonomically sound and sustainably built. This is a unique positioning that they own, yet their site did not communicate these strong brand values or position the company as a major player against well know brands like Haworth and Steelcase. Rival put them on track with a redesign that elevated their brand and positioned the company as a leader through a variety of ergonomic facts sprinkled throughout the site that led to deeper content, case studies and product info. A competitive analysis of other players in the office furniture space supported our strategic direction for the website — to focus on Humanscale's expertise in ergonomics.