Project Summary

As longtime fans of the custom rug company, we were up for the challenge. And with FLOR eager to find a true collaborator for the project—a team that wouldn't dictate, but arrive at solutions together, it was a perfect design match. 

Together, we set out to refine FLOR's story, sell the design experience and convert browsers to brand loyalists. After a thorough language audit and intensive store research, we found plenty of room to strengthen the brand and consumer experience. We began by crafting a short, memorable tagline—Creative Rug Design—and a lively logo to convey FLOR's sense of freedom, play and flexibility.

We developed a robust system of thoroughly modern, modular elements, including a broad, beautiful palette of brand colors and undertones, grid-based system of custom marks and suite of icons that captures the clever simplicity of FLOR’s product and process. With both a print and interactive digital brand guide, we provided in-depth instructions for using and combining elements in unique configurations, so every piece feels personal, colorful and undeniably FLOR.