When we started working with our friends at JP Flooring over 20 years ago, the first thing we did for them was to give them an identity. The now familiar logo has served them well over the years, but it was time to breathe some fresh life into their brand identity. Our challenge was to give their brand a new look without losing the equity and trust that the original brand gathered over the years.


Our solution was to make a series of calculated design moves to let the JP logo be more integrated into the overall brand and to strengthen the mark to go from an abstract JP to a concrete JP.

New JP Flooring logo design by White Design Studio

As part of our re-design for JP’s brand we wanted to focus on a simple, clean showroom that will standout from any other flooring showroom. To help accomplish this, we used a limited color palette in the showroom – mostly neutrals with very limited pops of JP’s original red. In the employee-facing areas, however, we really wanted to liven up the space to embody what it feels like to work at JP. Our new, expanded secondary palette helps to brighten the space with fresh color.

Color palette designed for JP Flooring by White Design Studio

JP Flooring logo reversed out of red designed by White Design Studio

JP Flooring logo reversed out of black designed by White Design Studio

Part of our task for this re-design was to also create a 30th anniversary bug for the brand. Influenced by the letterforms in the final logo, we created a distinct mark that still represents the brand.

Secondary brand logos for JP Flooring designed by White Design Studio

We developed a specific recipe for photos to be used in JP. Images of the showroom, textural details of products, emotional abstracts, abstracts of the logo are assembled in a simple grid to give structure and meaning.

JP Flooring's tagline reversed out of red with brand mark

Several different types of collateral were designed in the new brand look including new business cards, envelopes, tshirts, and advertisements for various publications. We wanted these to reflect the clean, minimal look of the showroom using the JP red as way to call attention to important items.

JP Flooring two-page magazine advertisement designed by White Design Studio

JP Flooring collateral pieces on gray background designed by White Design Studio

Shirt designs in black and white for JP Flooring designed by White Design Studio

JP Flooring retail showroom design by White Design Studio

Environmental branding for JP Flooring designed by White Design Studio

Colorful wall sculpture sits opposite digital experience in JP Flooring's cafeteria designed by White Design Studio

White Design Studio is a multidisciplinary design firm located in Columbus and Cincinnati, Ohio. We specialize in the design, production, and installation of integrated branding solutions. Our solutions orchestrate corporate identity, marketing, storytelling, environmental, photography, video, print and interactive elements. At White Design Studio, we believe the best way to communicate your brand’s story is through branded environments and experiences. We work with manufacturers, service providers, non-profits, architects and developers, agencies, distributors, governments and municipalities, and museums. First, we identify the work that a campaign, space, or interactive needs to do. We can then model a vision of what success looks like, and design to meet that vision. We are passionate about helping clients communicate their value through well-crafted storytelling, a consistent 2D, 3D, and digital design approach and expert production techniques.
Strategy: White Design Studio is your strategically-focused design source. Our marketing communications are custom-tailored to meet our customers’ objectives. Our creative solutions take many forms, but all are designed for maximum effectiveness. Each solution delivers key brand messaging to a wide variety of audiences.
Brand Audit: Every brand needs realigning every five years or so. White Design Studio provides comprehensive brand audits to help evaluate what existing materials support or, more importantly, dilute your brand. We’ll make your identity stronger and offer suggestions to move your group to a more integrated brand experience.
Brand Guidelines: Every use of your brand is an opportunity to reinforce your messaging and differentiate you from your competition. Our Brand Guidelines, or Brand Platforms, ensure that each opportunity is meaningful and effective. These Guidelines are your branding playbook; illustrating your brand story and defining graphic rules for use in designing brand materials. We’ll help guide you on not only how your brand talks, but how it looks as well.
Branded Environments: Sometimes called Environmental Graphic Design or Experiential Graphic Design, White Design Studio designs and creates strategic, compelling and memorable experiences. Our solutions deliver key messaging, branded specifically for each target audience. Workplace, Corporate Briefing Centers, Showrooms and Lobbies, Museum Displays and Exhibits, Retail Showrooms and Store Design are all great examples of White Design’s sweet spot of design, fabrication and installation capabilities.
Interactive: We combine unique technologies and fabrication techniques to create impactful interactive solutions for conveying our customer’s messaging objectives. Our installations deliver critical information to all of your audiences in a way that is entertaining and memorable. RFID, Projection Mapping, Touch, Proximity Detection and the use of Motion Activated Devices are just a few of the tools we use to deliver your message. White Design Studio’s goal is to make the technology invisible so nothing comes between your audience and your message.
Corporate Sculptures: At White Design Studio we design art with a purpose. Our interior and exterior, custom-designed art installations and sculptures help create iconic symbols for Communities, Municipalities, Non-Profits and Corporations. These commissioned artworks embody the essence of a group by distilling their core brand messaging into a creative and unique 3D feature. Whether it’s interior or exterior sculptures, hanging mobiles in an atrium, a monumental courtyard centerpiece, or other public art installations Peter and his team collaborate with artisans to create one-of-kind expressions that tell your story in a memorable way.
White Design Studio operates most efficiently in the design sweet-spot between environments, identity, and communications. Comfortable stretching any direction, we are at ease designing for one element. But, we are at our best when we can combine each element to develop a fully integrated brand and messaging system. We collaborate with industry-leading professionals on large-scale projects, but can also comfortably operate as your single-source design partner. We partner with Developers, Architects, Engineers, Facility Managers, Creative Directors, Marketing Departments Advertising Agencies and other Design Studios.