Imagine Floors® by Airstep - Logo, brand design & integrated collateral
(concept development, art direction, graphic design, POS, online)
The Company & Product
Airstep Flooring, a division of Airstep Carpet Underlay, manufactures and retails flooring products including laminate, engineered timber, LVT and hybrids. They offer great service, national distribution and value for money European-standard quality product with a focus on latest design and innovation.
Previously targeting the bottom end of the market, activity reflected inconsistent positioning and traditional, heavy, masculine branding. When manufacturing opportunities arose to develop a new range, Airstep jumped at the chance to offer something which would better reflect their product and service values and attract a new contemporary audience of predominantly female 25-50 year olds undertaking a new build or renovation. The new inspired and versatile 'Imagine floors by Airstep' range was born with the project involving brand development such as positioning, logo, strap line and brand creative for retail POS and advertising collateral.
Creative Solution
Imagination is communicated through the contemporary new 'Imagine floors by Airstep' logo. With quirky spelling and a hidden baseline, the elegant logo emerges from the imagination into reality. The stylish and timeless font reflects style and quality while remaining relatable and generous. Modern muted interior design swatch colours represent the flooring sub brands and help simplify messaging across marketing collateral. This is a logo which inspires you to 'imagine the possibilities' in your home.
Airstep Flooring, a division of Airstep Carpet Underlay, manufactures and retails flooring products including laminate, engineered timber, LVT and hybrids. They offer great service, national distribution and value for money European-standard quality product with a focus on latest design and innovation.
Previously targeting the bottom end of the market, activity reflected inconsistent positioning and traditional, heavy, masculine branding. When manufacturing opportunities arose to develop a new range, Airstep jumped at the chance to offer something which would better reflect their product and service values and attract a new contemporary audience of predominantly female 25-50 year olds undertaking a new build or renovation. The new inspired and versatile 'Imagine floors by Airstep' range was born with the project involving brand development such as positioning, logo, strap line and brand creative for retail POS and advertising collateral.
Creative Solution
Imagination is communicated through the contemporary new 'Imagine floors by Airstep' logo. With quirky spelling and a hidden baseline, the elegant logo emerges from the imagination into reality. The stylish and timeless font reflects style and quality while remaining relatable and generous. Modern muted interior design swatch colours represent the flooring sub brands and help simplify messaging across marketing collateral. This is a logo which inspires you to 'imagine the possibilities' in your home.