By: Hannah Johnson
The Advertising Club at Grand Valley State University recently had the opportunity to tour Steelcase’s global headquarters in Kentwood, Michigan, gaining a behind-the-scenes look at how brand communication comes to life within a world-renowned organization. While Steelcase is widely recognized as a global leader in workplace furniture and space design, our visit focused less on the physical products and more on the creative strategy that supports their brand presence.
Throughout the tour, we explored areas dedicated to brand communications, digital media, marketing, advertising, and social media content creation. Seeing these spaces firsthand offered insight into how Steelcase builds and maintains a cohesive brand across multiple platforms. From collaborative marketing environments to creator-focused studios, it was clear that Steelcase prioritizes storytelling, consistency, and innovation in how they communicate with their audiences.
What stood out most was how intentionally these spaces were designed to support creativity and collaboration. Steelcase practices what it preaches, using its own research-driven furniture and layouts to enhance productivity, ideation, and team connection. The environment itself reinforced the brand’s values, showing how space can directly influence creative output and communication strategy.
For advertising students, the experience was especially impactful. It demonstrated how marketing, design, and digital media intersect in a real-world corporate setting, and how brand identity extends far beyond logos and campaigns. Touring Steelcase helped bridge the gap between classroom concepts and professional practice, offering valuable perspective on the role of environment in shaping effective brand communication.
Because things get real, real fast. 