Ambiance are a family-owned-and-run business in Coventry who provide customers with an extensive range of high-quality flooring services for retail, commercial and residential use. Their clients include Jaguar Land Rover, Next, Starbucks and Grow by Facebook.

We were approached by Ambiance to create a new look and feel for the business. This included creating a luxury product brochure and the design and build of a new website to showcase their wide range of flooring products and feature strips available.

The Logo

As part of our initial concept work, we offered to give the logo a refresh for the digital age. They wanted more of an evolution rather than a revolution, so our approach kept the core elements of the brand with a few refinements. Gone were the italicised serif font for the main wordmark and the condensed type for the LVT strapline, and instead replaced for a clean and crisp uppercase wordmark for both elements in Brandon Grotesque, a font thats legible on both print and web platforms. We then refined the shield icon and cleaned this up so that it could easily scale for any screen or any print media.

The Brochure

We then got to work on the brochure. We opted for a clean layout which let the products do the talking. We came up with the “‘we’ve got it covered’ line for the brochure which we use throughout in the copy. As Ambiance are a family-run company, we used the font Notera for this line to give it a personal touch. We then printed this on a silk stock with a soft-touch laminate cover to make the brochure feel more tactile.

As part of this project, we worked with CGI artist Anthony Young to render the clients flooring products into environments such as lounges, kitchens, bathrooms and retail environments. This elevated the brochure to another level, allowing customers to see examples of flooring in real world scenarios rather than relying on the swatches alone.

The Website

We then shifted our focus to the website. Their previous site had been created with minimal functionality and very few pages. Based on the content we had created for the brochure, we saw an opportunity to create a new site that complimented the look and feel of the brochure while vastly improving the SEO of the site.

01. Homepage layout
02. Collections Overview
03. Collections Details

We hosted a project scoping meeting with the client where we agreed the site map, wireframes and specific requirements for functionality and interactivity. During this meeting, we suggested that we should have a whole raft of renders done for the whole product range, so when a user clicked on a swatch it would change the flooring on the render so they had an idea of what the floor would look like in the environment rather than relying on the detailed swatch alone. This idea was well received and we set about creating a fluid layout that would look great on whatever device it was viewed on without any loss of functionality.

We designed the wireframe layout and designed interface using Adobe XD, which meant that rather than presenting static visuals, we could prototype the site on desktop and mobile devices before committing to build. This created a seamless workflow between the client, the design team and the dev team which meant we was able to save a lot of time on each process and start the development process a lot quicker.

Our dev team built the framework of the site by integrating the design teams XD prototype into Webflow to seamlessly create CSS grids for the front-end user interface. They were then able to start building this into the back-end WordPress CMS system to create a range of content modules that will make it quick and easy for the design team to populate the website. IT is also easy enough for the client to understand so they can make updates as more products are introduced over time.


"David and his team at DWH have been the best creative agency we have ever worked with. Straight away from our initial meeting anything we asked for was never too much. We finally felt like our ideas and visions were being really listened to, and then put into place way better than we could have anticipated. Our thoughts for our new brochures and website were turned into something way better than we could have imagined – and delivered with such a high level of professionalism and efficiency. Would recommend DWH 100 times over, and would never choose anyone else for our creative work now we have found these guys. Thank you DWH!”

Lauren Teggin, Associate Director, Ambiance Vinyl Flooring