Shaw Contract New Product Launch Campaign Window Graphics

The Think Tank had worked with Shaw Contract over a number of years, supporting their advertising and promotional activities. With the recent launch of carpet tile collections manufactured at its new factory in Scotland, the brand was open to a different style of transatlantic collaboration. 

A new collection, Colour Foundation, was introduced, comprising 24 colours and two tile shapes (square and rectangle) allowing great design flexibility with flooring layouts and looks. The Think Tank was briefed to design a creative concept from scratch, centred around the EMEA markets, to support the launch of the collection. 

Our main goal was to stay true to the brand, taking inspiration from the visuals of previous collections, while communicating the energy and personality of the new product in line with EMEA market demands.

The first step in bringing Colour Foundation to life was to create a theme, the architecture of colour and light, with all our imagery communicating this story across the marketing collateral.

The photo shoots were next. Both a creative and logistical challenge, they were executed in a number of London locations, conveying an eye-catching and authentic look that was relevant and appealing to the market.

We aimed to match the collection’s vivid sophistication, producing an integrated set of campaign tools that included two brochure formats, sample folders, online visuals, postcards and a window treatment for the London showroom – ensuring Colour Foundation was attention-grabbing in a competitive market. These were supported by web and digital outreach.

The project was a creative success. Our visuals had a positive impact across the EMEA region and beyond, and the delivery of this launch campaign was boosted by close collaboration between teams across the globe.