SUMMARY
As part of our Parsons BBA thesis, we developed a strategic collaboration pitch between Heller Furniture and Uline. This concept merges Heller’s modern, sustainable design legacy with Uline’s utilitarian reach to reimagine everyday office and industrial products, like bins and organizers, through a design-forward lens. The goal: build brand equity, expand into new markets, and align with Heller’s sustainability mission via Worry-Free Plastics. By blending form and function, this partnership creates scalable, practical design solutions that reinforce both brands’ core values.
challenge
Our main challenge during this project was connecting with Uline. We eventually reached them and generated interest in our project. However, given the current global situation, their focus was entirely on addressing tariff-related issues. This caused communication delays and limited what we could achieve together. Despite these obstacles, we stayed persistent, adapted our approach, and kept the dialogue open. In the meantime, we shifted our perspective and focused on preparing the right resources to be ready when the opportunity for collaboration returns.
Outcome
Our project includes all the essential tools the Heller team will need when they are ready to execute the collaboration with Uline. This package consists of a pitch deck highlighting the mutual benefits and potential outcomes of the partnership, a video that showcases the shared values and synergies between both brands, and branded accessories such as postcards and fortune cookies designed to celebrate the collaboration and engage both companies’ audiences in a fun, memorable way.
MEET THE Designers:
Ariela Tepperman
Gabriel Gononsky
Liv Josefsson Eklund
Yi Wei Hsieh