In the commercial flooring world, sheet vinyl is a reliable, easy-to-install and maintain product that pretty much every vendor offers. So when my team at Mats Inc. found out we were going to be carrying a new line of sheet flooring with almost 40 colors to showcase, we knew we wanted something a little different to distinguish ourselves from the competition.

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During brain-storming sessions, we created collections of colors to make it easier for those in the target audience - architects and interior designers - to narrow down their choices. We floated the idea of "capsule" collections, much like a curated seasonal capsule wardrobe, and thus the idea of Tailor Grace, and flooring as fashion, was born.

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We split the colors into four distinct collections, and worked with UK-based CGI design studio Creative Frenzy to produce renderings to highlight each of the capsule collections (Denim and Leather, Natural Nautical, Urban Classic, and Tasteful Modern).

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Work on the Tailor Grace campaign won:

• GDUSA American Graphic Design Awards

• MarCom Awards - Gold