OPX has created the designs for carpet tile manufacturer Interface’s largest ever brand awareness campaign.
The pan-European campaign is entitled Pure Modularity and the project includes design of an interactive CD, website, T-shirt and poster campaign.
The brief was to create designs that would promote the flexibility of Interface’s tiles specifically to architects, says Interface brand director John Richardson.
‘Carpet tiles are often known as “modular” carpet, so we wanted an image that reflected this sort of adaptability,’ he says.
The creative shows a series of cubes, each of which is made up of a unique arrangement of differently coloured squares.
‘Carpet tiles aren’t exactly the most attention-grabbing things, so we needed to come up with something that has a more contemporary appeal to clients,’ says OPX creative director Frances Jackson.
‘The rotating cube motif suggests the idea of infinite possibility,’ she adds.
The CD, which was released this week, shows the full extent of Interface’s product range and allows users to view unlimited photographic combinations of carpet tile designs and colours.
The website, which can be found at www.puremodularity.com, went live on Monday (15 April).
The consultancy won the contract for the campaign in December last year after a credentials pitch.