Our relationship with Bretford started with a new product line. Rhombii is a training table—the workhorse of contract furniture design. Not your ordinary folding table, the Rhombii training table centers around design, technology, mobility, and modularity.

Nowadays, the marketplace is crowded with training tables, most of them supported by the same stock marketing concepts--a room shot with the table and reliance on the brand equity of a particular manufacturer to sell the product.

We changed things up. We made the Rhombii table the hero of the campaign, taking it out of a room shot and playing in the area of function. After all, form following function is the cornerstone of design.

But pure function wasn’t going to be enough to make the Rhombii brand stand out. We needed to find a connection between the people who might use Rhombii and what they could get out of it.

What if we could make Rhombii's functionality part of this ad? Really use it, shooting the table in its storage position, with the top folded up, leaving room for the type.

Or what if we could make Rhombii, in all its possible uses, the thread that brings an idea from concept to reality.

So we did. Supported by print, digital, and trade display, Rhombii launched at the 2009 NeoCon World's Trade Fair.