Shaw Contract

Identity, Print, Art Direction, Packaging, Strategy, Copywriting

Shaw Contract is one of the world’s leading flooring manufacturers, based in Cartersville GA. We created a concept inspired by the notion of home for a new product launch called Haven. As often happens, the creative collaboration around a simple project turned into a more extensive branding development exercise. Together we built a dynamic new creative template for the brand and product communication. This included shooting the product on location for the first time, taking into consideration everything from lighting style to typography to tone of voice. Such a holistic branding concept was fairly revolutionary in this category and, as a result, the product won a gold award at NeoCon.

Campaign photography by Francois Dischinger

Architectural Renderings by Recent Spaces
Hoffman provided art direction and interior design guidance to UK-based, architectural-rendering studio, Recent Spaces, including material finishes, specific furniture references and inspiration for the physical spaces themselves.
As part of our collateral we provided the client with an in depth template of standardized guidelines. We aligned what we developed with their own systems so our guidelines were simple and practical to implement beyond the scope of our involvement. It’s a toolkit essentially, so they can communicate the brand with the same level of quality that we established together.