Known for innovative products that disrupt the flooring industry, Duchateau has always looked ahead of the curve, which is why when they approached 50,000feet to re-imagine their brand, the agency was thrilled to tackle the challenge. The refreshed brand would need to capture the imaginations of design professionals and resonate with consumer lifestyles, compelling them to specify and request Duchateau products.

The collaboration transformed the brand from staid and traditional to modern, bold and edgy. With the use of FF DIN as the wordmark typeface, 50,000feet paid homage to the technical qualities of the products themselves while bringing a sleek, fashion-forward look to the brand. The system is simple and elegant, letting the breadth of DuChateau’s product range speak for itself.

The brand refresh extends across an entire ecosystem of communications, including a distinguished, user-first website experience that reinforces DuChateau’s brand and augments the design professional’s workflow. With a consistent, modernized look and feel, Duchateau has been able to go to market with a more compelling narrative, accelerating sales growth, design innovation, new customer acquisition and loyal customer return.