Shaw Floors In-Store Branding
Team: Director of Marketing/Brand Strategy, Art Director, Sr. Marketing Manager, Graphic Design/Marketing Manager teams, Soft and Hard Surface Product & Brand members
Scope: Create brand uniformity across all Shaw Floors' hard and soft surface platforms. Clean up displays + labeling to stand out in-store. Prior branding was disconnected across the different flooring types with hard surfaces featuring one look and soft surfaces featuring another.
My role as Art Director:
Lead designers, driving consistency between the different flooring types and keeping the brand unified. Collaborate with team members on graphic solutions. Brainstorm ideas for applying the message to merchandising without disrupting the clean look. Mitigate creative between product managers and graphic design/marketing manager teams. Work with vendors on recommended substrates and pricing.
2021 Current Brand State
Merchandising follows a consistent look across all collections and surfaces.
Below are corresponding "3-Tier" display graphics. These displays are taller and house more product than their counterparts shown above.
The Gallery and Caress are the high-end collections for hardwood and carpet. Their graphics packages were designed to tie the two together.
Additional carpet collection graphics below. These follow suit, reflecting the same guidelines as used on the hard surface graphics.
The display header graphics are printed on an attractive acrylic material, enhancing the clean modern look of the entire package.
