Creative rebranding or brand reintroduction can help connect with new markets or address a market shift, improve industry relevance and boost consumer perception.

Alumafloor quickly established itself as an innovative competitor in the flooring industry when it completed a 30,000 square foot installation at the McCormick Tribune Campus Center with its newly developed aluminum tile product. This was not the rugged, industrial tile that would be found in a loading dock or freight elevator; this stylish tile took aluminum flooring to another level, and another market.

However, following their dramatic market entry, Alumafloor seemed to disappear from sight. Returning under new ownership, they sought to reenergize and reintroduce the brand and bring their unique product to targeted architectural and building industries. Korzenowski Design worked with the new owners to develop presentation binders made of cut and etched aluminum, spec sheets, brochures, shipping labels, sample packages and eblasts in support of the revitalized brand.

Leveraging Alumafloor’s “green factor”—it was used in the first-ever high-rise building to attain LEED-CD/Gold Level Certification—Korzenowski Design developed an arresting color palette consisting of bright green and silver. Our team provided brand strategy, project coordination, copywriting, content development, design, layout and custom illustrations.

The initiative propelled Alumafloor as a leading distributor of specialized architectural aluminum flooring in the United States.


ClientAlumafloorServicesBrand ReintroductionTagsB2B, branding, brand positioning, print, digital, direct marketing