Case Study: HON Field Trip

Challenge
HON was preparing to introduce a new classroom table into a crowded education furniture market dominated by utilitarian solutions. To succeed, the launch needed to establish a distinctive identity and a compelling narrative that would resonate with educators, dealers, and designers.

Strategy
I owned the development of Field Trip’s go-to-market strategy, from naming through launch execution. The name Field Trip reflected movement, adaptability, and exploration—qualities that differentiated the product from static, institutional competitors. I built the product story around this idea, positioning Field Trip as more than a classroom table: it was a tool that could transform learning spaces into flexible, engaging environments.

This narrative became the foundation for the campaign theme, Color in Motion, which celebrated mobility and choice. It set Field Trip apart in a category where competitors often focus on function alone, framing HON’s solution as dynamic, creative, and responsive to modern education needs.

Execution
I directed a comprehensive launch program that connected Field Trip’s story across digital and physical channels:

• A virtual classroom experience gave audiences an immersive way to see Field Trip in context, reinforcing adaptability and differentiation.
• A dedicated product landing page and updated product configurator made the solution accessible, customizable, and easy for buyers to explore online.
• A coordinated social media strategy extended awareness, introducing Field Trip’s story to broader audiences and driving traffic to digital tools.
• A suite of sales enablement materials—from brochures and messaging frameworks to the traditional dealer flip book—ensured consistency and clarity across the selling process.
• An interactive launch kit brought the campaign theme to life, featuring a coloring book, custom crayons, a spinning finish wheel, and exciting new planning typicals and classroom layout suggestions.

Impact
Field Trip entered the market with a strong identity that separated it from traditional, utilitarian options. By anchoring the launch in storytelling and differentiation, the campaign gave dealers a compelling way to present the product and positioned HON as a more creative, forward-thinking brand in education.