Our key brief was to explore opportunities for repositioning Armstrong Flooring to the local Australian commercial architectural and design market through the launch of their new Australian made Natralis™ product. Using as much locally made content as possible, from furniture suppliers to paper stocks, the photoshoot and print material were all meticulously planned in order to showcase Australian manufacturing, creativity, and production.
A suite of 20 postcards were developed to complement the Natralis™ catalogue, showcasing the Australian landscapes which inspired the narratives of this range. The launch campaign was a balancing act between staying true to function while exploring the possibility of creative expression under the concept ‘Play with Colour, Connect with Place’.
Our photoshoot played with the stigma of vinyl being a somewhat cold and boring material, and exploited the unexpected forms that could be made when we use it in an abstract setting. by taking it off its primary axis (the ground), the material was able to come alive. An extremely fun and creative project to be a part of.
