Laminex is an iconic Australian brand specialising in decorative surfaces, laminates and engineered stone.
Scope
- Brand Architecture
- Brand Art Direction
- Brand Guidelines
- Brand Identity
- Brand Storytelling
- Brand Strategy
- Copywriting
- Packaging
- Print & Outdoor
- Signage & Wayfinding
- Stationery
- Tone of Voice
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.
Ortolan has transformed our brand and enabled us to reposition Laminex as 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, Laminex
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.
