Your Partner in Home Design

How do we enhance an already thriving business?
Look to the next 30 years.

What We Did

Brand Strategy & Naming

Corporate Identity

Consumer Research

Website Design & Development

Environmental Design & Signage

Communications Planning

POS, Collateral & Trade Materials

Brand Guidelines

The Challenge


Avalon Flooring is a very successful family-owned flooring business with 14 locations in New Jersey, Pennsylvania, and Delaware. Its customer base appreciates its family values, personalized service, and unparalleled in-store experience. But after 50 years in business, and facing increased competition from both mom-and-pop and big box home improvement stores, Avalon Flooring’s brand identity needed a renovation to better position it for the future.

The Solution


Own a more inspiring design space. Capitalizing on cultural momentum, we found an opportunity to stand for something more emotional and interesting than simply flooring. We repositioned Avalon Flooring as a destination that inspires home design: the place where inspiration comes from the ground up and helps make your vision for your home a reality. Occupying this more emotional space allowed us to highlight the things that make Avalon Flooring so unique and special, and carve out a niche that truly sets it apart from its competition.

Above all, they are unafraid of rolling up their sleeves. Their energy, enthusiasm and can-do attitude separates them from the pack and makes them a pleasure to know and work with.

John Millar, Chief Strategist, Vice Chairman, Avalon Flooring