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