RFCI

A bold new brand and website for the leading authority on resilient flooring industry across all of North America.

Client

Resilient Flooring Covering Institute (RFCI)

Industries

Building Materials, Flooring

Scope

Branding and Full Website Redesign

The Problem

Defining what the voice of an industry should look like.

The Resilient Floor Covering Institute (RFCI) was undertaking a strategic rebrand to strengthen its position as ‘The Neutral Authority on Resilient Flooring.’ As a standards-focused trade association, RFCI needed to visually and verbally stand apart from manufacturer-driven product branding while projecting institutional credibility, technical depth, and neutrality.

During our strategy session, we aligned on a few key priorities: creating clear visual differentiation from manufacturer websites, centering RFCI’s role as an independent authority rather than leading with product benefits, establishing a design system that communicates standards leadership and institutional rigor, and positioning resilient flooring as a superior, engineered solution for modern living rather than simply a responsible alternative to natural materials.

Original Logo

Our Approach

Unapologetically Resilient.

GOAL

Embracing resilient.

It was important for the brand and website to own the word RESILIENT. Resilient is engineering superiority. It’s durable, adaptive, and built to perform. This isn’t a concession to natural materials.

Timeline

2 projects, 5 months

A new brand was crafted and pressure tested over two months. Following a new, unreleased brand, our team worked directly with RFCI to completely redesign and rebuild their website in three months.

Technology Stack

WordPress

The site was built on WordPress with staging and production environments, plus post-launch hosting and maintenance support. RFCI will be able to manage their content for years to come.

Launch Kit

Going live

Ahead of the announcement of RFCI’s new brand and website, our team put together promotional imagery and posts to help them roll everything out to the public.