Years after our work with Brandrud, later acquired by Herman Miller, the founders began their next furniture company, Memo. Their design approach, free of aesthetic indulgence, led us to position the company around the guiding ethos, honoring the essential. It was a philosophy that rejected the superficial, and focused on stripping furniture down to the most elemental to facilitate a stronger bond between design and the human experience. The positioning work was expressed through a visual language that drew upon the calming metaphors of nature and a photographic art direction rooted in color blocking and simple compositions, together, serving as a respite from the age of excess and a return to the most essential.