Harper Floors
/ Branding
Logo, Branding, Guideline
Client:
Harper Floors
Location:
USA, California
Year:
2020
Harper Floors is a next-generation online flooring boutique for professionals and DIY renovators alike. With 25 years of experience in design, procurement, and manufacturing, they bridge the gap between expert flooring craftsmen and today’s consumers. From discovery and inspiration to product selection and ongoing care, they deliver a personalized and effortless customer experience, redefining what it means to shop for flooring.
When we first started working with Harper Floors we found that their passion for their product, the flooring industry, from discovery and inspiration to product selection and ongoing care, delivers a personalized and effortless customer experience, redefining what it means to shop for flooring. Once our strategy revealed the niche audience, mission, values, and vision of the brand, we had a clearer picture of where the team wanted the creative to go. We were inspired by the natural colors of the flooring mainly concrete buildings and grayscale tones. For a recognizable logo, we landed on a contemporary font and graphics that were indicative of both points on a grid and pathways. To give the brand a more authentic appeal, we produced brand guidelines for original imagery assets and designed brand assets with those guidelines in mind. In addition to creating an identity for the brand, we also needed to create a design language for their sample stickers in order to develop a visual treatment that would communicate their brand message and elevate the shopping experience.
"Elcin and her partner went above and beyond to bring our new brand to life. Our new D2C e-commerce site needed a full brand design from ideation to creation of all related elements. Elcin was attentive and considerate of our stylistic asks, communicative and timely each step of the way, and all around a talented creative I feel lucky to have worked with. We are so excited to launch our website and product and couldn’t have done it without her. Would highly recommend her to anyone looking for creative services."
- Sharleen Salim, Harper Floors