A brand that feels like home
- Client
- Flooring & Home, Toronto
- Industry
- Flooring and home improvement retail
- Services
- Brand strategy, identity, brand guidelines, website, social, signage, merchandise
- Year
- 2026
The brief
Flooring & Home is a family-run flooring and home improvement showroom in Toronto, known for its curated selection and hands-on service. The business had grown. The brand needed to catch up.
We built a complete identity, from the monogram to the showroom floor, that feels modern but never cold, and elevated yet always approachable.
An architectural monogram
The F and H come together to form the shape of a house: strong, dependable and thoughtfully built. The circle around it stands for trust and long-term relationships, and softened edges keep it warm.
One mark, every surface
A full logo, a circle motif and a horizontal lockup, each working across the full palette. It holds up on a storefront sign, an embroidered cap or a social avatar.
Elevated yet always approachable.
Built on a balance
We defined the brand around one tension: a premium showroom that still feels like a neighbourhood business. Every choice that followed, from type to photography, was measured against it.
Grounded in natural materials
A deep teal anchors the palette, supported by warm neutrals taken from wood, stone and linen. Afacad gives headlines a clean, architectural feel, with Noto Sans for everyday reading.
Real spaces, real people
Photography direction focuses on natural light, honest materials and the people behind the work, from the showroom team to the installers on site.
The brand in the world
Before anything went to print, we used AI imaging to show the brand on signage, in the showroom and on merchandise, so the team could see it, live with it and decide with confidence.
“I’m so grateful for what you’ve done for my business. It has taken it to where I truly envisioned it to be.”