Reinvented — Let’s play surface
A new name and brand strategy to reposition a leading tile and flooring importer and retailer
Force reappraisal with a new distinctive brand to appeal to creative architects and their most discerning clients
Garrett Reil, with Slater Design. Assisted by Aisling Murphy.
Pair a generic name with a visual identity trapped in the 1980’s. Small wonder that in spite of a Headquarters/showroom in the heartland of Dublin’s architects, National Tile was not fulfilling its potential.
Choosing finishes can be a key creative moment in a project, whether for an architect or their client. It is a moment of personal expression and an investment in the future of their build.
Pivot from price to a celebration of surface and the joy of expression. This is captured in the playful quality of the name, with its reference to a simple game (known in Ireland as X’s & O’s) and represented in the tagline.
This concept of play, (a simple game played on a grid) is central to the creative expression of the new brand. The inspiration based on the simplest of our childhood amusements, brings to life the brand’s new promise: ’Let’s play surface’.