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Case overview
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Where softness meets strength
Associated Weavers - LVT brand launch
Invictus
Request
Expanding a soft brand into a hard flooring category
Associated Weavers, a European leader in broadloom carpets, approached Norvell Jefferson to extend the successful Invictus brand into the Luxury Vinyl Tile (LVT) market. Known for soft, comfortable, and durable carpets, Invictus now had to include hard flooring, without losing brand consistency. The challenge was to position both categories under one compelling story, while standing out in the highly saturated U.K. flooring market.
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True north
One brand, two heroes, built on invincibility
The Invictus brand is built around strength and comfort. Our strategy was to evolve the story by introducing a new character, the Highlander, to represent the LVT category, while retaining the Maori warrior for carpets. Both personas embody the same spirit of invincibility. This narrative became the foundation for a bold creative direction that united product categories under one powerful brand and positioned Invictus as a force to be reckoned with in the flooring space.
One brand. Two heroes. Always Invincible.
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Ideation
Creating the battle of softness vs strength
The campaign extended the existing Maori-based identity with a cinematic ‘tug of war’ between soft and hard flooring, each represented by iconic figures. This duel was more than a metaphor; it became the creative centrepiece for the entire launch. A tactile in-store experience, combined with rich storytelling and digital touchpoints, helped Invictus LVT make a dramatic entrance while remaining consistent with the established brand world.
Creation
From striking visuals to tactile in-store tools
We brought the Invictus LVT story to life through a cinematic launch film, powerful key visuals, and a standout in-store experience. At the heart of it was a striking ‘tug of war’ display, supported by a smart product advisor that let customers scan samples for more information. We also developed the full brand identity, from logo design and visual branding to comprehensive brand guidelines, ensuring a consistent and distinctive look and feel across every touchpoint. A luxurious brochure, interactive sales tools and social media assets completed the launch,uniting storytelling, tech and retail experience in one seamless brand moment.
Deliverables
Concepting
Logo design
Brand guidelines
Photography
Key visuals
Collection visuals
Launch film
Brochure and event visuals
POS product advisor
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Logo design and brand guidelines
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Photography
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Invictus LVT advisor
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Print and digital materials
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Halifax Event - Aftermovie
Activation
Making a strong impact across retail and digital
The campaign was launched across Associated Weavers’ retail network and supported by social media content derived from the film. The striking in-store displays and interactive product tools ensured Invictus LVT stood out in showrooms, encouraging trial and sparking conversation. Sales teams were equipped with interactive presentations that mirrored the brand’s energy and story.
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Our imagination at work
We turned a category expansion into a cinematic brand moment, using storytelling, theatre, and tech to transform the retail floor into a space of inspiration and discovery.
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“In an age where players like Amazon are enabling people to purchase products with a tap of a button, Associated Weavers has stepped up their game with the launch of Invictus LVT by offering customers an in-shop experience that you simply cannot get online or on your phone.”