Minimalism to maximum effect

For the Laminex Group, launching a new interior surface product required a brand that would be completely different from their existing surface laminate. The answer for Fusion was to focus acutely on what makes it unique, defining a distinct brand voice and a visual language with powerful cut-through, to create a whole new surface category and generate new customers.

Research revealed that the product’s super matte finish, solid colour core, monochromatic palette and the dual benefit of a thin yet durable panel resonated with product teams, architects and designers. This fuelled a design strategy centred around expressing these attributes with a confident, almost futuristic look and feel, different to any other Laminex brand,
that spoke to the products technologically innovative nature.

Imagery

Telling the story of a completely new product, well before it has ever been seen or used in the real world, also required careful consideration for the how effective and compelling imagery could be generated. We worked with photographers, architects, interior designers and 3D renderers to create a suite of imagery and motion that would serve three communicative functions – revealing form and finish, highlighting key features, and showing this new slimline product in application.

Our work culminated in an exclusive launch kit comprising communications across print and digital platforms, product brochures, technical guides and sample sets for architects and designers.