Island Stone
Brand Strategy.
With Four Fin Creative
Redefining the foundation of a foundational design brand.
Opportunity
Island Stone was born from its founders’ love of traveling to Indonesia and the company became the pioneer of pebble stone tile. In an ever evolving building and design industry, the 20+ year old brand wanted to shore up its place for newer B2C audiences and ensure it stood for more than just pebble tile.
My Role
Led the Island Stone global management team through three strategic working sessions.
Conducted and analyzed employee and customer surveys along with industry, company and competitive research.
Developed strategic brand elements for management team buy-in and to inform design team in refreshing the design system.
Solution
Insights from both employee and customer inputs revealed the company was continually lauded for not only its high aesthetic quality, but also its sense of worldliness and adventure. Honing in on the brand’s Indonesian travel foundations became the clear path forward. The new brand brand concept ‘Set in Adventure’ is a clever, indirect reference to setting tile, but shifts the emphasis to a more aspirational idea of discovery and adventure.
Setting a higher design bar
The new strategic elements (concept, positioning, personality traits and tone) provided the design team with a solid path to build a refreshed visual identity that up leveled the company from tile maker to design source.
