Perimeter Floors
Keeping relationships central for a flooring business
Brand Strategy / Visual Identity / Squarespace Web Design — Atlanta, Georgia
Brand Evolution
Where Perimeter Floors Began…
Perimeter Floors is a meeting of the minds: Mark had decades of sales and project management experience in the flooring industry. Nathan was an expert in floor installation and customer service. They saw an opportunity in the multi-family space (think: apartment buildings) and Perimeter was born. They had a problem though. They didn’t know how to explain to potential clients what exactly they did. They didn’t sell flooring, but they oversaw the choosing process, the sale, and the installation. They were the middle man between the flooring companies and the general contractors.
Where Perimeter Floors Is Headed…
They had a second problem too: no one knew about them yet. We wanted to create a visual identity that both established them as the experts and made people feel like they were dealing with humans, not a huge company. Perimeter wants to establish long-standing relationships with general contractors, becoming their go-to flooring experts for every project. Their brand needed to look and feel polished all while communicating their relational way of doing business.
Brand Keywords
Relational — Dependable — Trustworthy — Committed — Quality
Target Audience
Sam, 41, is a general contractor who lives outside Atlanta. His specialty is managing large construction projects like apartment complexes. He sees it through from beginning to end and because he is managing all of these details, he needs consistent, reliable subcontractors. His favorite people to partner with are other smaller companies who would like to have an ongoing relationship. He is a gentle but firm communicator and expects the same from everyone he works with.
Visual Rationale
Flooring can often be one of the most significant pieces of a room or building. It often leads the way for the rest of the design. When hiring a company to help you choose and install flooring, you can feel the weight of the choice. It’s not a couch you can change out in a year or two. We wanted Perimeter Floor’s visual identity to communicate that significance without being to bold or unwelcoming. We went with a straightforward sans serif font, keeping the edges soft, a nod to their relational, communication-based approach to working with clients.
In their words
“Lydia & her team were a treat to work with. Our company, Perimeter Floors, was in desperate need of a new brand & website. Lydia listened to our needs & catered a brand & website that best represented our company as a whole. 10/10 recommend using Telltale Design Co. for any brand or website needs!”