Layer 12 Hardwoods

Luxury Engineered Flooring Manufacturer

Layer 12 is a luxury, engineered floor manufacturing company based in Houston that caters to luxury homeowners, builders, architects, and installers.

NAMING | DISCOVERY ANALYSIS | IDENTITY | PRINT COLLATERAL

Created while at Primer Grey

Challenge

Create a name and brand that would set the flooring manufacturer apart from their foreign competitors and alluded to the quality of the hardwood flooring they manufactured domestically. The brand also needed to convey a level of luxury to target audiences associated with luxury homes.

Goals

To appeal to a variety of audiences, such as the end consumer/homeowner, luxury home builders, architects, designers, and flooring installers/finishers.

Create an environment in which potential clients can learn about engineered hardwood flooring and collaborate with the manufacturer to create unique home flooring solutions.

Solution

By choosing to use bold, strong lines, the brand alludes to the visual impact of the product in space. These strong elements also establish a visual language that suggests a trusted company and durable product. A muted gold and navy were selected as colors to create a feeling of luxury, without feeling too feminine and isolating the “builder” audience sector.

Layer 12 also decided to create a showroom that provides examples of all their flooring samples and provide tours of their manufacturing process, giving builders, architects, and home owners the ability to learn about the product and collaborate to produce a truly unique product.