Office furniture specialist Herman Miller wanted to show that its business decisions are guided by a sense of responsibility to the environment. Lionhouse Creative was commissioned to promote these credentials in a non-clichéd way. Policy 53 was born out of a chairman's speech from the 1950s - 'In 1953 our founder, D J Pree stated, “We will be good stewards to the environment”.' To reinforce Policy 53, a 1950s colour palette was used throughout the identity and marketing collateral.