Designflooring International

We were commissioned to create a distinctive visual expression that would help catapult Designflooring International’s unique products and story into the consciousness of designers and architects across the globe. One that could can be dialled up or toned down when required. Cementing the creativity of the brand, as well as providing the space for it to express its character seamlessly across every channel.

During the early research phase, we discovered that as branded content has become more diverse on social platforms, from a brand-image perspective there has been a significant shift in the market - moving away from focusing on and showcasing just finished products and room sets alone. Competing brands (notably emerging and more agile entrants into the European market) are using more expressive and graphical means to cut through the noise and stand out.

Designflooring International’s existing symbol (representing three tiles and two square planks, arranged harmoniously) emerged as the most distinctly memorable visual asset and brand cue, when we surveyed customers and internal stakeholders.

And so the new visual identity was centred around bringing the symbol more to life - through various expressions, from a foundational communications element (grid) through to an ever-expanding window into the world of Designflooring International (extrusions).

The graphic extrusions opened a window into the world of a continuous design journey, incorporating different inspirational and location images. They also elevate the Designflooring International symbol by making it big and three-dimensional. Always in motion, changing perspective and adapting to different environments.