Redefining the end to end LAB experience for a contemporary design led retailer, The Rug Company. LAB is the division of the The Rug Company that provides a service to commercial clients; Architecture & Design sector.
Offering a different range to their core product.
The challenge was to create a non transactional space that included a customer portal; visually separate to the retail arm of the business. Showcasing the range of customisable products available to commercial projects.
Working closely with the Creative Director, we were inspired by the innovative and historical craft of the LAB.
We wanted to create a minimal canvas to showcase the contemporary products and allow the photography to sing.
Redefining their brand palette to sit harmoniously with ‘The Rug Company’, whilst creating enough differentiation to give its creative service ‘LAB’ autonomy to stand alone from the main customer experience.
To differentiate the B2B LAB experience, from the B2C transactional Rug Company space; we used a dark background, creating a unique visual language in which to explore a more design centric side of the business. Coupled with a soft neutral to balance the darker tones and a bold highlight colour used sparingly throughout the journey.
A comprehensive and clear design system was created for the team to adopt internally. Using atomic design methodology to create a modular framework.
Dark/light toggle also gives the user the ability to invert the colours, customising the experience.
Leaning into the Swiss design system to create a simple, elegant and modern approach to the technical and design led LAB services. Adding a modern twist with a blend of bold typography and a refined colour palette.
Guiding the user easily through the journey, showcasing the beautiful projects and customisable designs in their environments (Manolo Blahnik, Annabel's, Samsung HQ).
