FLOR rebrand

This effort started with an extensive internal effort to update FLOR's value proposition and messaging. We found that our messaging wasn't consumer friendly.

Historically FLOR lead communications talking about the pieces (carpet tiles) rather than the final product (area rugs). We realized this was harder for our residential customer to understand so we dropped "Carpet Design Squares" to "Creative Rug Design".

In addition to the value prop and messaging we needed an update to FLOR's visual identity, and continue with messaging, to give it a deeper connection to our product. We enlisted Firebelly to help us with that. The result was a beautiful system that has received great accolades including a mention on Under Consideration's Brand New blog as a best of 2016.

my involvement: creative direction
art and copy: Firebelly

FLOR X Rene Gagnon Notebooks

Working with Rene Gagnon we created 200 one of a kind FLOR branded notebooks for a press event. Using silkscreen over spray paint Rene brought the kinetic creative feeling of FLOR to our press giveaway.

my involvement: concept and creative direction
artwork: Rene Gagnon

Elvis and Kresse for FLOR

In 2015 FLOR launched a new line of rugs in partnership with Elvis and Kresse. In addition to POS messaging and digital support we created the below video to share the Elvis and Kresse story and show why our partnership was a natural connection.

my involvement: creative direction
copy: Cara Suglich
video production: Katie Wrobel

Launch of ScotchBlue Painter's Tape for Exterior Surfaces

Brochure cover and supporting photos

 

Early in 2013 we helped launch ScotchBlue™ Painter's Tape for Exterior Surfaces. From in-store print materials to informational retailer videos to trade show support and more we helped this awesome tape stand out. Shot in Minneapolis in the winter in-studio we got these elements out super quickly from concept to launch.

Not only did we create these elements but we created the creative positioning, guidelines and tagline for this product launch.

my involvement: concept and creative direction
associate creative director: Mark Wedlund
designer: Matt MacKenzie
photo: Gamut One
film and video: Wide Angle and Nick Kesler

FLOR By Design Campaign

By Design, FLOR's first influencer campaign, works to connect the brand with people that inspire us. The By Design team are influencers and brand advocates that share our values of creating beautiful and inspiring things that are good for the planet and communities.

It started in Fall 2016 with a segment in our catalog. In 2017 we will be amplifying the campaign in other channels.

my involvement: concept and creative direction
design and copy: Firebelly

FRNTPL8 – 3M Motor Vehicle Safety System's two plate microsite

FRNTPL8 is a site created to inform law enforcement officials, legislators and other interested parties about the safety of two license plates. FRNTPL8 gives general information, a state by state stature guide, news and downloadable powerpoint to help spread the importance of keeping both license plates on cars in a time that some states are trying to drop one because of budgetary worries.

Working with the development team we were able to have this off platform in order to bring responsive design elements and a little more creative freedom with html5.

my involvement: creative direction and program name ideation
design: Ryan Ullery
UX: Rob Stenzinger

Target Big Idea Think Tank

Target used to run a quarterly Big Idea challenge to get some fresh ideas on businesses that needed a little help. Later this morphed into the Think Tank which would not only run these challenges but trained the team to become leaders in brainstorming, ideation and brand building. The Think Tank members took the process to their teams to help more people grow.

I was lucky enough to win three Big Idea challenges and be a founding member of the Think Tank.

Two of my winning concepts were visualized. The first was a concept to help launch Choxie, Target's new at the time chocolate. My idea was to create a traveling airstream that would be an oasis to stressed out working women, shoppers, moms and more. The trailer would be decked out in comfort and style and have masseuses, mani-pedi stations and of course Choxie.

The next winning idea was for a new gift card. The concept was to partner with Ohio Art and create an Etch-A-Sketch gift card for the back to school season.

my involvement: concept