Client
JA Floors
Services
Brand Strategy
Graphic Design
Digital Design
Print Design
Year
2025
Client Brief
JA Floors, a specialist in decorative concrete finishes, approached us to craft a new brand identity that would reflect their evolution from subcontractor to a boutique leader in commercial flooring. The identity needed to feel professional, high-quality, and modern—representing their values of craftsmanship, reliability, and client care. The brand also had to appeal to their primary audience of small commercial builders and project managers, reinforcing trust and expertise.
Challenges
The main challenge was to create a distinct and memorable identity that balanced technical strength with approachability. JA Floors needed a look that stood out in a traditionally industrial space, but that also conveyed the hands-on service and attention to detail that founder Josh brings to every project. The old branding lacked consistency and no longer reflected the business’s ambition or quality of work.
Design Approach
We introduced a brand-new colour scheme to establish a stronger, more refined visual presence. The palette features deep emerald green, concrete grey, and clean white—each chosen to reflect key brand attributes:
Emerald Green conveys sophistication, trust, and a premium feel, anchoring the brand in professionalism while feeling fresh and distinctive in the flooring space.
Concrete Grey directly references the core material JA Floors works with, reinforcing the brand’s industry expertise and groundedness.
White is used to maintain clarity, create contrast, and ensure the identity feels clean, modern, and versatile across applications.
At the heart of the identity is a custom-designed “JA” icon, housed within a rounded shield. The shield symbolises protection, strength, and durability—qualities critical in commercial flooring. The softened, rounded form introduces warmth and approachability, aligning with JA Floors’ personable, solution-oriented approach.
A bespoke wordmark complements the icon, using a modern, subtly curved typeface that blends professionalism with friendliness. This typographic tone mirrors JA Floors’ promise of delivering both expert results and easy client experiences.
Outcome
The final identity is bold, modern, and highly functional—perfectly suited to uniforms, vehicles, digital platforms, and on-site signage. The newly introduced colour scheme elevates the brand visually and strategically, helping JA Floors break away from generic industry visuals and communicate their unique value.
Since launching the new brand identity, JA Floors has experienced a notable increase in website visits and social media engagement, with more client inquiries and stronger brand recognition from both new and returning customers. The refreshed branding has not only helped them stand out in a competitive market but has also reinforced their reputation as a trusted, high-end flooring partner delivering exceptional quality with a personal touch.
