Amtico’s position as leaders in their market sector was coming under increasing pressure from cheaper competitors offering lesser quality product. We undertook extensive research with customer groups gaining insight into their views of the brand and the product offering.
Our approach was to switch the proposition from product to customer benefit with the key thought of ‘Fulfil Your True Creative Potential with Amtico’; thus energising the brand, re-elevating it to iconic status and positioning it as a fashionable object of desire.
Launched in April 2011 the new brand identity encapsulates the emotional aspect of this premium flooring with a statement that resonates and applies to all target audiences. I AMTICO becomes an action, emotion or state of mind and runs across all communications.
Supporting I AMTICO are three declarations; I create, I express, I define, which serve to express how the product empowers the target audience and highlights their individual motivations