Product photography involving stylish home environments has always been key to promoting these consumer flooring ranges. But in an imaginative departure from convention, every roomset in this new brochure has been generated digitally. This technique is not only cost-effective, it also offers Armstrong the flexibility to manipulate the flooring finishes and interior stylings at will. Careful art direction and the exceptional quality in rendering makes the transition from traditional photography to CGI an imperceptible one.

The Elite range features accurate reproductions of natural flooring materials, specifically aimed at the creative homemaker. In a deliberate response to the aspirations of this market, the brochure takes its stylistic cues from the distinctive look of interior design and lifestyle publications. Throughout, page layouts are purposefully restrained and typography is refined. While strong product imagery negates the need for wordy descriptions, short inspiring headlines are used to highlight the natural references of the product. Colour too plays a key role; the directional contemporary palettes used in the imagery are sympathetically echoed in the graphics. The subtle combination of uncoated and matt papers represents another significant change from previous publications.