Tandus Centiva creates cutting edge flooring solutions with environmental integrity and design flexibility. Our task was to ignite conversation around the role carpet backings play in making or breaking projects. Most of the time, decisions are based solely on surface-level aesthetics. However, interior designers and architects are typically faced with several other challenges that aesthetics alone cannot address. Our vision was to highlight how Tandus Centiva's innovations in carpet backings could solve many of the obstacles that arise during the life of a project. To do this, we needed to spark an ongoing conversation within the design community.
As with most great branding initiatives, we started with a name and logo. Back Talk. This name smartly set the tone for the whole campaign. The logo, a carpet square lifted to reveal the backing, added deeper meaning and attitude to the brand. The striking minimalism intentionally appealed to designers. With a name, logo and messaging in place, we extended the look and feel to all corners of the brand.
HOW WE GOT A WHOLE COMMUNITY OF DESIGNERS TO BACK TANDUS Centiva's CARPET BACKINGs
Tandus Centiva offers four backing options designed to overcome various project limitations. We featured architects and designers who had successfully used the product backings to solve a particular project or installation challenge. Each story formed the basis of our brochures. We attached carpet samples to the brochures, so that designers could tangibly experience the product for themselves. The stories helped the products gain credibility with a tough-to-please crowd. With facts supported by a strong aesthetic and trusted insider reviews, the products were on their way to becoming a sought-after solution. It all goes back to knowing your audience.
From the Ground Up
We strategized, concepted and designed the vision through events, sales rep tools, collateral, a microsite and more. Our work became a catalyst for conversation. Architects and designers suddenly had multiple ways to engage and participate in the dialogue we started.
Beyond Surface Matters
Underlying issues always work their way to the surface, so we illustrated how the carpet backings had structural integrity that could be built upon long-term.