This award-winning program re-positioned the firm's laminate products for the contract design world (interiors, facilities management, etc.), which achieved the ultimate objective: reduce dependence on the retail market which was dominated by huge competitors, and focus on buyers with the ability to purchase large quantities with a single purchase order, as well as take advantage of Pionite's unique solid core and customizing capabilities. The final concept was the result of personal interviews with every employee of the firm and some of their contract clients, including some of the leading players in commercial interior design. The program exceeded all expectations, requiring the client to invest in a new inventory and management program to handle the flood of new work, and producing numerous awards for Bartley Associates, for whom I was creative director at the time. The brand strategy was devised by the firm's principal, Michael S. Bartley. - David Maurand