Brand Refresh for Armstrong | Tolleson
Looking Back to
Move Forward
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Sometimes the right answer is the simplest one.
Despite a 160-year history of unmatched quality and performance, Armstrong recently wasn’t being recognized by the architect and design community as the consistent leaders they are. Their brand hadn’t evolved to reflect the innovation of their products, leaving them taken for granted in a crowded marketplace.
We teamed up for a positioning and brand identity refresh to honor their incredible legacy while moving them into the modern age. Instead of putting the product first, we decided to refocus on Armstrong itself.
We worked hard getting different groups fully on board, and ultimately delivered a renewed brand identity. One that’s recognizable, experienced, and still forward-thinking.
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Project Information
Project
Brand Refresh
Services
Positioning
Visual Identity
Editorial
Web & Digital
Photo & Video
Go-to-Market
Positioning
Visual Identity
Editorial
Web & Digital
Photo & Video
Go-to-Market
Deliverables
Company Narrative
Brand Principles
Brand Architecture
Messaging Framework
Logo
Visual Language
Illustration
Iconography
Brand Guidelines
Tagline
UI/UX
Digital Content
Company Narrative
Brand Principles
Brand Architecture
Messaging Framework
Logo
Visual Language
Illustration
Iconography
Brand Guidelines
Tagline
UI/UX
Digital Content
Industry
Design & Architecture
Partners
Two x Four
Two x Four
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Centuries in
the Making
Brand Identity
Archives
Exploring Armstrong’s rich history was essential to our refresh. It informed how we might build upon more than a century of brand equity.
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Renewal, not reinvention
Armstrong needed a way to once again signal the promise of future progress. We decoupled the Circle A from the wordmark, embracing it as a standalone symbol.
This design is a call back to Armstrong’s origins in cork manufacturing, where the symbol marked every wine bottle cork.
By adopting and emphasizing the Circle A, we were able to create a modern logo that allows them to own their legacy and build upon the equity of their brand while evolving what it represents.
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A Simple Promise
Brand Positioning
Tagline
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Encapsulating something that extends far beyond products, “Experience, Above All” reflects the service, history, and performance that Armstrong infuses into every aspect of what they offer.
The goal of each collaboration is to create spaces that transform how people live, work, learn, heal, and play—positioning Armstrong as an industry leader that continually elevates the standards for healthy, productive, and enjoyable built environments.
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Four Elements
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”Rebranding Armstrong, with its deep history and bright future, requires balancing respect for the past with forward-looking change.”
Steve Tolleson, Founder, Tolleson
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Elevating
Experiences
Building a Flexible System
Visual Language
We developed a visual system that provides a modern framework to enhance Armstrong’s products while establishing a foundational brand experience across all channels.
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Where people find inspiration
The feeling of being in an environment created by Armstrong’s products was the emotional force behind our entire brand strategy. Not only are the spaces beautiful, they’re inviting and transformative. We wanted every interaction with the Armstrong brand to reflect this experience.
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Four Elements
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Legacy Renewed
Brand Application
Website
We created expressions that helped their team implement the brand vision in both digital and physical applications.
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Four Elements
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A Guide
for Everything
Brand Portal
Ensuring Success
We co-created brand guidelines along with a brand portal to inform, inspire, and evolve over time as Armstrong’s team continues carrying the brand forward.
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Related
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