Project: CLEO Home
Transform the way people experience flooring and help them to design with confidence
Skills:
Brand Strategy • Photography • Film • Print • Point of Purchase Displays • Film • Website • Media • Trade Show • Digital • Website
Details: As the manager of brands services at Congoleum, I was tasked with coming up with a new way to tell the flooring story. Cleo Home is an innovative new format of flooring that is digitally printed onto a mineral-based core. Congoleum has distribution partners around the US and Canada in over 10,000+ retail locations.
The Concept: I wanted to position Cleo Home as an eco-forward, innovative, modern choice for today’s active homeowners – becoming a resource for design confidence. I am responsible for the visual identity of this brand, beginning with its logo and positioning thru print identity, photography, web and social presence. Most for the work was done in-house with a small team but I worked with an agency in creating the website.
The Results: Together with my team, we presented a shift in messaging and brand strategy that would resonate with today’s homeowners. We increased Congoleum’s sales in the first year of its launch. It engaged hundreds of new customers via trade show, print and digital campaigns.
