Innovating and investing in local production since the 1960s, Armstrong Flooring is Australia’s only manufacturer of commercial vinyl sheet flooring. The Natralis™ product launch was a chance to explore opportunities for repositioning Armstrong Flooring to the local Australian commercial architectural and design market.

We formed creative strategies and design direction through a comprehensive product range consultation, communications review & brand assessment and industry survey design & facilitation.

Vinyl flooring is primarily used for commercial applications with stringent regulatory needs such as health care and education; specification is therefore often based purely on function. Our challenge was to stay true to product integrity while exploring the possibility of creative expression; at once respecting function while capturing the specifier imagination.

The Natralis™ campaign, titled Play with Colour, Connect with Place, explores four deconstructed interior spaces, each evoking colour, place and emotion. Swathes of vinyl in dialogue with commercial furniture and building products create visually expressive scenes that are accurate to industry specification.

Rolled out across printed collateral, sample packs and digital assets using as much locally made content as possible, from furniture suppliers to paper stocks, the Natralis™ product launch showcases Australian manufacturing, creativity, design and production.

Armstrong Flooring Australia
Commercial Building Products & Manufacturing

Market Survey
Campaign Strategy
Brand Implementation
Product Naming
Product Range Colour Review
Launch Campaign Creative
Photography Art Direction
Print & Packaging Design

Lillie Thompson Product Photography
Marsha Golemac Product Styling
Mark Lobo Project Photography

AGDA Awards 2022
Finalist, Brand & Identity – Campaign

Victorian Premier’s Design Awards 2022
Finalist, Communication Design