Acouflor
Forging an identity in the flooring market.
Acouflor, the newly established sister brand of acoustic solutions leader Acoufelt, was launched in mid-2024 to address the diverse flooring needs of retail, residential, hospitality, commercial, and educational sectors. This case study explores the strategic approach taken to establish Acouflor as a standalone brand, highlighting key initiatives in branding, digital presence, visual asset creation, and narrative development.
Leveraging an established link to branch out.
Leveraging its established reputation for innovative acoustic solutions, Acoufelt strategically conceived Acouflor to specifically target the carpet tile and plank market with a distinct brand. This aimed to expand market reach with a dedicated flooring focus, establish a unique identity separate from its core acoustics, and offer specialized solutions tailored to flooring needs. Acouflor launched with three collections—QuietBack, SoftStep, and LaidBack—differentiated by size, thickness, and variations, and now includes 16 diverse product lines.
As part of brand, I launched a state-of-the-art website with a significantly improved user experience (UX/UI) to make finding the perfect carpet solution easier. This includes a completely redesigned search and filtering functionality, expertly crafted to address previous frustrations and allow you to efficiently navigate the extensive product catalog based on your specific needs.
I positioned Acouflor as a flexible and versatile flooring provider with diverse collections for various sectors. To ensure the right message was conveyed a comprehensive printed brochure to communicate Acouflor's vision, sustainability message, overall methodology was crafted while also showcasing each product. My goal was to write Acouflor's story narrative as a human-centric brand personality that resonates with customers on a deeper level, going beyond just product features and forging a stronger connection with the brand.
To visually showcase each product collection, I commissioned a library of high-quality renders. I developed mood boards for scenes and settings that strategically highlighted the unique advantages of each carpet.
By directing the render artist, I ensured the visuals were both aesthetically compelling and effectively presented the carpets within inspiring interior environments.
Harnessing Australia's Essence for the LandLines Campaign
Drawing inspiration from the vast and diverse Australian landscape, I helped cultivate a social media campaign for LandLines that truly resonated with our national identity. From the ochre hues of the outback to the lush greens of the bush, the rugged textures of coastal cliffs, and the dynamic blues of our oceans, the campaign visually embodied Australia's natural beauty. By strategically harnessing the unique colours, patterns, and formations found across our country, we crafted a compelling narrative that positioned LandLines as intrinsically connected to the very essence of Australia.
