For decades, Karndean has been a leader and innovator in the UK’s luxury vinyl flooring category. When Karndean decided to enter the LVT flooring market in the US, they came to BMDG for guidance on how to leverage their existing consumer data into a new visual identity and creative strategy that would set the brand apart in a crowded category.
BMDG implemented our opportunity identification process to develop audience segments based on Karndean’s rich primary data, category and syndicated data, and then we prioritized those audiences based on the potential growth they presented to Karndean. We then established a messaging and channel selection strategy based on purchase triggers, wants, needs, category preferences, product attributes, and more. This led to a messaging hierarchy that informed a new visual identity.
In the end, we delivered an easy-to-use and actionable implementation plan, complete with new visual assets, a multi-channel editorial calendar for the next two quarters, a macro quarterly look, a micro monthly editorial calendar, and a weekly distribution schedule.
Note: Images used for this project were supplied by client. BMDG did not shoot nor do we own these images beyond the project we were contracted for.
Britton Marketing & Design Group helped SUNPAN craft brand expression strategies, including a refined voice and tone, actionable audience personas, along with visual identity and style recommendations to bring a more nuanced expression and communication for the brand.
We sat down with Emily Wentz from Wieland Healthcare to talk about the role of human-centered design in healthcare. Our conversation explored everything from sustainability to the challenge of creating durable, long-lasting products for demanding environments, all while designing spaces and furnishings that feel warm, welcoming, and like home. Keep reading to hear Emily’s insights and the impact this approach is making in healthcare design.
Marketing and branding America's favorite home goods brands.