ABOUT

Refining an industry standard
Chroma is the UK’s largest privately owned specialist flooring company for designers and architects. With extensive experience and a strong reputation, they sought to redefine industry perceptions and showcase their unique expertise. The challenge wasn’t to start from scratch. It was to extend their existing identity, get back to their core message, and create a sophisticated online presence to truly reflect their leadership position.

A foundation of clarity
Adopting a ‘less is more’ approach, we collaborated with Chroma to streamline their narrative to simply communicate their offer more effectively. This process was designed to rediscover and refine their authentic voice. The strategy was clear. Let their incredible work speak for itself. We decided to make stunning flooring imagery, prestigious brand partnerships, and impressive project examples the heroes of the story.

Less is more. More is more.
To bring this refined vision to life, we developed a powerful and flexible messaging system built on simple, three-word statements. This provided a confident shorthand for their benefits, easily deployed across all media. We extended this streamlined approach to their visual identity and a new marketing website. The result is a clean, intuitive platform with a clear narrative structure that showcases their benefits and enhances user engagement.

Solidifying a leader’s position
The new website and visual approach provide Chroma with a versatile and sophisticated platform. It empowers them to champion their expertise and extensive sustainable credentials, further solidifying their position as an industry leader. This refined brand experience not only elevates their story but also builds authentic connections with their audience, ensuring their impact will endure.