GEMTEC BRANDING
FLOORING THE
COMPETITION.
Throw Life at It.

In the sea of sameness, GEMTEC wanted to swim against the current and stand out in an overly saturated category, driven by price and capitalizing on customers not educated well enough when it comes to flooring.


We helped simplify GEMTEC’s brand architecture, created a fresh new visual identity system covering signage, packaging, marketing communications, online, and even retail touch-points. The identity is contemporary, passionate, and tactile, instantly recognizable across all touch-points.

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At the heart of this huge project, we created a distinct brand proposition and communication platform, Throw Life at It. In a series of quirky and light-hearted fun ads, we showcased how strong, durable, and long-lasting our flooring is, no matter what life throws at it.

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By consolidating and amplifying the brand, GEMTEC has improved brand recognition dramatically and is now outperforming its rivals in both sales and value.