This effort started with an extensive internal effort to update FLOR's value proposition and messaging. We found that our messaging wasn't consumer friendly.
Historically FLOR lead communications talking about the pieces (carpet tiles) rather than the final product (area rugs). We realized this was harder for our residential customer to understand so we dropped "Carpet Design Squares" to "Creative Rug Design".
In addition to the value prop and messaging we needed an update to FLOR's visual identity, and continue with messaging, to give it a deeper connection to our product. We enlisted Firebelly to help us with that. The result was a beautiful system that has received great accolades including a mention on Under Consideration's Brand New blog as a best of 2016.
my involvement: creative direction
art and copy: Firebelly