Interface, a leading global commercial flooring provider, looking to enter the Hospitality market, asked Peopledesign to build a new brand.
Interface is a well-established brand in the American and European commercial flooring markets, but less so in the growing Hospitality segment and Asia. After some exploration, we recommended the name Interface Hospitality over some other new name. The new global brand needed to distinguish itself from the commercial name, but also build upon any existing brand equity, especially among designers work may work across markets.
The new Interface Hospitality brand deliberately borrowed from the best of Interface's design and sustainability leadership but departed in ways that reflected the uniqueness of the market. Peopledesign helped introduce the theme "DYF" (Design Your Floor) to inspire and engage designers as they entice them to move to the Interface product category (modular over monolithic). We used color and other graphic devices to help distinguish the celebrate the Interface Hospitality brand.
The launch of the Interface Hospitality brand program by Peopledesign resulted in a new website to support new product features, print literature, and a photography asset system.
Interface Hospitality sales increased 40% within two years of the brand relaunch.