Floorté Elite Series – Shaw Industries

As Senior Graphic Designer at Shaw Industries, I was responsible for ensuring the Floorté brand remained consistent across platforms while aligning with the overarching Shaw Floors identity.

When the Floorté Elite Series launched as the brand’s premier product line, it needed a “tougher” visual approach to emphasize its scratch-resistant technology and pet-friendly performance.

Using the existing Floorté logo as a foundation, I developed a brand image that positioned the Elite Series as the top tier of the collection.

My Contributions

Brand Identity: Extended the Floorté logo with an “Elite Series” mark to establish a premium sub-brand.

Sales Tools: Designed display graphics, sample folders, and one-pagers that gave the sales team polished tools to present the product and close deals.

Print Advertising: Produced in-store POP kits that increased product visibility and supported retailer promotions.

Email Marketing: Designed sales rep invitation emails that helped drive attendance at live training sessions.

Social Media Marketing: Created both retailer- and customer-facing posts to generate buzz around the launch.

Publication Design: Designed a trade magazine spread to position the product as an industry leader.

Merchandise: Developed branded swag for trade shows to enhance recall and encourage customer interaction.

My Impact

The marketing package I developed gave Shaw’s sales team the consistent, high-quality materials they needed to confidently promote Floorté Elite as the most durable luxury vinyl plank product line, supporting brand credibility and product adoption.