Creative Director Designer

    Intro­duc­ing Cre­ation LVT

  • Gerflor caldwell

Ger­flor is one of the largest floor­ing man­u­fac­tur­ers in the world, but they were vir­tu­al­ly unknown in the U.S. They want­ed the launch of their Cre­ation lux­u­ry vinyl tile to help posi­tion them as design lead­ers in the Amer­i­can market.

We devel­oped the Cre­ation C logo that could be applied over floor­ing sam­ples or appli­ca­tion pho­tos, empha­siz­ing that the unique floor­ing designs were part of the Cre­ation line, build­ing aware­ness with­in the design community.

The Cre­ation brand­ing has helped to raise aware­ness of Ger­flor as a leader in the LVT category. 

The C icon has become syn­ony­mous with Cre­ation, and has now been applied to three addi­tion­al exten­sions of the prod­uct line.

My Role

Art Direc­tion, Design


Gerflor USA

Produced at Davis Harrison Dion

Gerflor binders
Gerflor creation cat cvr
Gerflor creation exclusive cvr
Gerflor creation ad

More Work

Gvb cvr

Live Well. Live Inspired.

Sb girl

Strength Sup­ports Beauty