Floorpiece was a new business combining several flooring solution specialists, providing consumers with a single destination for all their flooring needs. The client wanted to steer away from the brightly coloured, discount-focused stereotypes that dominated the industry. Conversely, they didn’t want to position themselves as a luxury brand. Their sweet spot was in the mid-ground where they believed there was a real gap in the market.

We set out to create a brand that cultivated a refined, modern aesthetic that consumers would aspire to align themselves with. This involved a classic black and white colour palette that would allow our beautifully captured brand imagery to shine, timeless sans serif fonts, and editorially inspired layouts.

At the heart of the brand, one of its key selling points was its ability to be a problem solver. From that thought, we created the positioning line “Infinite flooring solutions”, which in turn led to us organically evolving an infinity symbol within our logo, which became the focal point of the brand.