From trade to design

Laminex is an iconic Australian brand specialising in decorative surfaces, laminates and engineered stone. With a dated identity and the desire to reposition the brand with more design-appeal, Ortolan was engaged to reimagine the brand across all touch-points. The new identity had to be accessible, but also design-led, beautiful and considered. An overarching strategic review drove
a visual overhaul of all communications.

Rather than reinvent the logo, we subtly crafted and refined the letterforms, retaining brand equity and recognition. A complete shift was implemented in the brand colour palette — from a bright blue to a more timeless and neutral palette that complemented all décors. The new palette was also part of a colour-coded system, helping users clearly identify each product range.

The new identity was rolled out across the full suite of marketing collateral to support the brand philosophy of accessible design. Both visual and verbal languages focus on a straight-forward, sophisticated, design-led approach.

The new series of colour-coded product brochures.

New Laminex imagery — art direction by Ortolan, photography by Derek Swalwell, styling by Natalie James.

A completely re-designed Laminex swatchbook collection follows the new product colour-coding.

Guiding the customer journey

An intense research piece was undertaken to gain insight into the renovator customer journey — how could the overwhelming process of choosing surfaces be simplified? Results showed that identifying personal style was the most effective starting point. This prompted Laminex to define
12 key interior styles that could serve as inspiration. We bought these to life in a series of still life photographs, used across a range of communications — including an online quiz and print material in the Sydney showroom — with great success.

The Laminex 12 Styles postcards — art direction by Ortolan, photography by Scott Newett.

‘Ortolan has transformed our brand identity and enabled us to reposition the Laminex brand as one that is truly design led. They have helped us build a sustainable and differentiated brand strategy and identity, and continually deliver creative work and assets that are on brief, of an extremely high standard and visually beautiful.’

Sacha Leagh-Murray
General Manager Marketing