Before exploring the possibilities of the Natralis™ launch, we were asked to provide advice on the development of the Natralis™ product itself, a range inspired by the diversity of Australia’s flora, fauna and natural landscapes. We advised on range breadth, colour tone and product composition, all with the Australian specifier market in mind, culminating in the formation of a cohesive and beautiful range of 22 colours. We simultaneously undertook a comprehensive communications review, designing and facilitating an industry survey to learn and validate specifier experience and expectation around product and brand. This knowledge established core strategic thinking and would go on to inform the Natralis™ launch creative design direction.
We assessed Armstong Flooring’s recent rebrand, executed in the USA, to ascertain and apply to an Australian commercial market, considering brand representation, visual language and tone of voice. A creative photography shoot showcased the Natralis™ product alongside leading Australian furniture and building products, with the imagery being the central visual language in a rollout of printed collateral, sample packs and digital assets.