Brand repositioning, identity and campaign system for a luxury tile and surfaces company.

artistic Tile

In a category dominated by familiar conventions, Artistic Tile had an opportunity to behave more like a luxury design brand. The campaign set out to shift perception, create desire and make brand choice matter in a category often treated as purely functional. The strategy centered on creating emotional value around tile. Fashion, interiors, sensuality and surface detail came together in a campaign that made the product feel indulgent, textural and worth seeking out.

Brand / Client
Artistic Tile
Category
Home, Interiors & Real Estate
Context
The O Group
Role
Strategy, creative direction, design direction and campaign direction
Services
Brand Strategy, Brand Identity, Campaign Development, Website Design, Print Collateral, Trade Materials, Photography Direction
Photography
Samantha Wolov

Artistic Tile identity board with the wordmark, monogram pattern and a palette of tile and material textures.
Artistic Tile wordmark and geometric AT monogram on a gray background.
Artistic Tile geometric monogram rendered as a raised metallic tile.
Artistic Tile metallic monogram set into white tile with decorative shell inlay.
Artistic Tile metallic monogram set into dark, wood-grain patterned tile.
Artistic Tile metallic monogram set into white marble tile.

The campaign platform, Absolutely Worth It, was built to stand out in a category filled with generic room photography.

The work included brand strategy, logo refinement, campaign development, print, trade materials, digital and a refreshed visual language.

Artistic Tile campaign photograph of a woman with shopping bags on a staircase beside a patterned white tile floor.
Artistic Tile campaign photograph of a woman seated on a white mosaic bathroom floor surrounded by shoes.
Artistic Tile campaign photograph of a woman eating dessert on a dark tiled kitchen floor.
Artistic Tile magazine-ad mockup featuring the foyer campaign photograph and the Absolutely Worth It platform.
Artistic Tile magazine-ad mockup featuring the kitchen campaign photograph.
Artistic Tile magazine-ad mockup featuring the bathroom campaign photograph.
Artistic Tile catalogue cover and interior spread with room photography, product details and color swatches.
Artistic Tile brochure spread featuring a model airplane on a circular mosaic tile pattern.
Artistic Tile stationery system with presentation folders, a notepad, business cards, pencils and an envelope.
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