Patcraft, a commercial carpet and flooring manufacturer, sought a refreshed brand identity that would better align with its industry success and vision for the future. The Soloflight team stepped in to develop new brand positioning and visual properties, which were created to elevate the company among current and prospective customers, engage and excite internal audiences, and speak to all aspects of the brand’s performance and flooring solutions.
BRAND GUIDELINES
Guidelines that
Guidelines that
align the brand
The brand guidelines were created to aid in the implementation and overall alignment of all marketing materials. The team also established photography guidelines to further extend these new brand standards to all product collections.
BRAND POSITIONING
A position
A position
of purpose
Soloflight began the branding process with the question “Why?” Why does Patcraft design beautifully durable products? Why does Patcraft offer innovative solutions? Why does Patcraft care for their customers?
After polling Patcraft employees about the meaning behind their company and its mission, the Soloflight team zeroed in on a brand position that would root the company’s image in its purpose. Flooring Matters.
BRAND VIDEO
Seamless brand story brought to the big screen
Soloflight rolled out the new Patcraft brand story by creating a video that would spark an emotional connection between people and a product they use yet overlook every day – flooring. The team directed a video that allowed the smallest details to show the big picture of the brand. From storyboarding to art direction and production management, the team was able to create a video that explained why Flooring Matters.
CLICK ICON TO PLAY VIDEO
BRAND COLLATERAL
Extending the
Extending the
brand redesign
to collateral
To accompany the tagline and brand position, the Soloflight team designed a refreshed logo and updated the brand collateral for Patcraft. The brand would be clean and uncluttered, sophisticated and genuine, and fresh and inspired.