Saulnier Floors, Inc

Saulnier Floors, Inc., a family-owned luxury flooring business renowned for expertise and quality, recognizes the need for increased brand awareness. Struggling with client acquisition due to outdated web design and relying solely on word-of-mouth, they are implementing a brand refresh and website update to support their expansion and attract new clientele. In this project, I was tasked with:

  • Refreshing their logo to modernize it while maintaining brand heritage.

  • Defining a new brand color palette and typography to reflect their luxury positioning.

  • Redesigning their website to create a user-friendly and visually appealing experience that showcases their expertise and elevates their brand.

Mood-Boards

To initiate the Saulnier Floors project, I conducted a collaborative discovery session with their team. We analyzed competitor sites, defined their 2025 vision, and identified key brand attributes: luxury, timelessness, reputation, and exclusivity. While maintaining core black and brown hues, they were open to accent color exploration. This informed the creation of two moodboards, showcasing diverse brand tones and logo iterations.

The left-side concept emphasizes sharp, architectural lines for a clean, modern aesthetic. I chose earthy tones to reflect the company's established legacy, trustworthiness, and approachable nature, aiming for a versatile logo adaptable to all their materials.

In contrast, the right-side logo conveys a more assertive identity. A refined, luxurious typeface and hand-drawn panels highlight the genuine craftsmanship and timelessness of their work. Deeper, richer tones were selected to underscore the brand's prestigious standing and authoritative position in the flooring industry.

Beyond exploring contrasting color palettes for this brand refresh, I conducted a thorough competitive analysis of their website. This research informed the design and animation of each component, aiming for a sharp, minimalist aesthetic. This included incorporating accented lines, simplified button designs, eliminating text overlays on images, and implementing a dark overlay that illuminates on hover. My primary objective was to create a 'less is more' experience, reflecting the luxurious, airy atmosphere they deliver in their high-end residential projects

Logo iterations - Round 2 of Mood Boards

Following review of the mood-boards, the client expressed a preference for the sharp logo originally presented on the left, with the following requests: an alternative using a serif font, and a version with color fill.

For comparison, the left displays the original logo presented in the initial mood-boards, highlighting the Forma DJR Display typeface and original icon color palette. The right presents the revised logo, incorporating Libre Caslon, selected for its legibility and ability to convey the desired timeless, luxurious aesthetic, while keeping the preferred icon design.

In the second round of mood boards, I displayed logo updates using Forma DJR Display and explored alternative typography. Options included Playfair Display (headline) with Lato (body) for a sharper, more prestigious feel, and Lora (headline) with Lato (body) for a warmer, more approachable aesthetic. The client preferred the Playfair Display/Lato pairing and requested further development.

In the final iterations, I provided the Libre Caslon logo with its color options and explored two typography pairings: EB Garamond (headline) with Montserrat (body), and Playfair Display (headline) with Lato (body).

Logo iterations - Round 3

To maintain consistency with their recent photo campaigns, the client chose to keep the current logo colors, and they negotiated a font update as part of the refresh. This also meant the color palette would come from more of the refined luxury palette initially proposed to the client.

Homepage Mockup

Following logo and color palette approval, I initiated the first design phase, collaborating closely with our SEO specialist. Based on established wireframes, the homepage design focused on showcasing the client's collections, services, and project portfolio, while conveying a luxurious, curated aesthetic. Subtle micro-animations were implemented to enhance the visual impact of their imagery, set against a sophisticated off-white and charcoal background.

Reusable components were built to streamline admin workflow. This included a Headline + Body + CTA component with optional CTA control, adaptable 'Who We Serve' product page cards, and a gallery preview component for layout representation.

*(Left to right) Original Design, Updated Desktop, Updated Mobile