When JP Flooring partnered with us over 20 years ago, the first thing we did for them was design a brand identity for them. The now familiar logo has served them well over the years, but it was time to breathe some fresh life into their brand identity. The challenge was twofold. We wanted to give their brand and showroom a new look while maintaining the equity and trust of the original mark, and we needed to make efficient use of limited flooring space.
Then, we developed a simple grid system to keep everything clean and organized. From the showroom floor to printed materials, the grid system gave the brand continuity, structure, and meaning. We made a series of calculated design moves for the logo to modernize it without compromising the existing equity. Simplifying the letterforms, accentuating the ‘J’ and ‘P’ to be more apparent, and making the mark bolder all helped to give the mark new life.
On the floor, we first organized the space based on material to reduce visual clutter and create a hierarchy. Then, we made sure each feature served more than one purpose. In the hardwood section, a large education graphic helps customers understand the selection process and make better-informed decisions. It also doubles as a guide for the sales team, helping make the sales procedure and brand messaging more streamlined and efficient. Selection suites allow for the sales team to have one-on-one meetings with customers. The back of the suites act as displays, showcasing a mix of physical materials and a digital experience advertising specific brands, the latest trends, and key messages. Large fabric frames on the floor and suspended from the ceiling work double duty as vibrant focal points and subtle wayfinding.
Employee-facing areas turned up the volume on color and personality. We moved away from the crisp neutrals of the showroom and celebrated JP’s “be awesome” mentality with an expanded secondary color palette, large-scale graphics, and animated digital content. The stark contrast between the showroom and offices perfectly captures the essence of a brand that knows how to balance business and fun.
From external positioning to internal celebration, our strategy gave way to a brand identity, communication strategy, and experiential graphics that embody JP Flooring’s mission: Service + Selection = Value. In addition, the efficiency and organization of the new design strategy drove sales and successfully reached new audiences, creating lifelong customers.