How do you evolve a trusted flooring brand so customers fully understand what makes it different?

For the Floor & More

Background

For the Floor & More had built a strong reputation for bold, design-led flooring, but one of the business’s biggest strengths wasn’t being fully understood online.

Customers could customise colours, adjust pattern scale and order samples to help visualise products in their own homes, but those features weren’t being communicated clearly enough through the website or marketing.

The aim

The challenge was to evolve the brand so it better reflected the creativity and flexibility behind the business.

That meant strengthening the customer journey, refining the positioning and building a more cohesive identity across every touchpoint, while still retaining the warmth customers already trusted.

Our approach

We reviewed the business from both a customer and competitor perspective to understand where the existing experience was falling short.

We then evolved the visual identity, messaging and positioning to better reflect the creativity behind the business, while developing a marketing strategy focused on helping customers better understand the flexibility and individuality behind the products.

Evolving the brand

We evolved the visual identity and messaging to better reflect the creativity behind the business.

The refreshed direction was designed to feel bold, expressive and approachable, with a clearer positioning focused on inspiration, self-expression and helping customers create spaces that felt personal to them.

Stylish bathroom with olive green walls, a freestanding bath and bold black-and-white striped flooring.

Branded For the Floor & More sample cards featuring the messages “Made to order. Made for you.” and “You, but unique.”

Building a marketing direction

We developed a marketing strategy focused on making the customisation experience more visible through SEO, social content, paid activity and customer storytelling.

The strategy also gave the internal team a clearer framework for future campaigns and brand communication.

For the Floor & More branded installation guide printed on a blue card and displayed on a wooden slatted table.

What’s next

With the positioning, branding and strategic direction now in place, the next phase focuses on bringing the evolved brand experience fully to life across the website, campaigns and customer journey, helping For the Floor & More continue growing as a trusted and design-led flooring brand.

Website design mock-ups for For the Floor & More, showing a patterned flooring homepage, colour-coded product navigation and a staff picks page.

Testimonial

“Starbots helped us see the business more clearly ourselves. The brand now reflects the creativity, personality and wider offer we’ve built over the years, while still feeling recognisable to the customers who already trust us. The strategy has also given us much more confidence in how we communicate and grow the business moving forward.”

Joe Kennedy, Owner, For the floor & more

Inside The Project

“For the Floor & More already had a brilliant product range and loyal customer base, but the brand wasn’t fully telling that story. Our role was to evolve the positioning and identity so the wider offer felt intentional, connected and commercially stronger across every customer touchpoint.”

Kate Cooper, Managing Director, Starbots Creative

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Our Work