| Armstrong World Industries, Inc - StrataMax Brand
2009 REBRAND 100 Winners > notable
Industry: Architecture/Construction/Building Materials
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Armstrong is the leading manufacturer of flooring products in North America.
Challenge - Take a sub-brand that had been introduced to the builder market and reposition it for the consumer market.
Strategy - Leverage the creative against the “Strata” portion of the name and visually begin to tell the story of the floor’s layering. Expand the color palette to add energy to an otherwise “heavy” identity treatment for StrataMax (required to keep the existing logo). Updated photography used to enhance the consumer’s ability to visualize potential uses.
Result - The brand was relaunched in August 2008 with an entire program developed around the creative produced for the brochure redesign and new enthusiasm from retailers.
Credits:
Client: Armstrong World Industries - www.armstrong.com
Brand Strategists/Designers: Go Welsh - www.gowelsh.com
Principal: Craig Welsh
Designer: Nichelle Narcisi
Account Coordinator: Corie Deshong
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