Rolling out a new standard in flooring retail

Yates Flooring is the newest chapter in our flooring retail adventure–a journey that kicked off in Cincinnati over 8 years ago with our friends at JP Flooring.
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At JP Flooring our goal was simple: cut through the usual clutter found in flooring showrooms to create a space where the floors can really shine. We designed a showroom that was clean, intuitive, and redefined the customer experience. The result? An experience that was easier to navigate for the customer, refined the sales pitch for the staff, and lead to more flooring sales. The experience caught the attention of our next client, Thornton Flooring in Sioux Falls, who wanted to raise the bar, too.

For Thornton, we went all in–from architecture and interior design to brand identity and interior/exterior signage packages. Every touch point was crafted with intention, building on the next to create a cohesive story. Custom product displays, light features, digtial content, and larger-than-life category displays tied it all together. We built a flooring showroom that feels more like a high-end retail experience, where every detail works together to put the customer first. It is a perfect example of how we bring branding and experiential design to life, one square foot at a time.

Our newest adventure? Bringing that Thornton Flooring magic down to Lubbock, Texas–with a little extra swagger. Our client wanted the same elevated experience, but tailored with a Texas attitude: refined, welcoming, and easy to navigate… minus the cowboy clichés. We kicked things off with a brand refresh, building on what made them great but with a bold new edge.Inspired by the framing elements used in home construction, we created dynamic chevron shapes that do double-duty — honoring their original identity while sending a clear message: from floor to ceiling, Yates has you covered. The new logotype is crisp, bold and straight to the point.

The overall look is modern, confident, and rooted in practicality — just like Texas — and this is just the start. Stay tuned as we expand the brand toolkit across digital experiences, product displays, environmental design packages, and more.
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The flooring showrooms that paved the way for Yates
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