Every good floor starts underneath. So we started the brand there too.
Challenge
All Project Flooring lays floors out of Lion Mill in Royton: carpet tile, safety vinyl, LVT, matting and latex screed, fitted by its own teams. Commercial contracts go anywhere in the UK. Homes are taken on within twenty-five miles of the mill.
That is two customers with almost nothing in common. A facilities manager wants a price from drawings, a programme that works around an open building, and the insurance and method statements that get a contractor onto the approved list. A homeowner wants somebody to measure the kitchen, lift the old floor and take it away. Most flooring websites pick one of them and read wrong to the other.
And the thing that separates a contractor from a carpet shop is invisible in every photograph of a finished floor. Damp testing, membrane, screed, a level base. Nobody photographs it, so nobody sells it.
It started as a concept we built on spec and sent over. In September 2026 it became a commission: a full brand and a multi-page site, hosted and looked after by us.
Direction
We opened with four creative directions, each carrying the same content so the choice was about the feel and nothing else: a hero, the commercial and domestic split, and one signature section.
Sample Book treats the whole site as a flooring sample book, with reference cards, swatches and the range shown the way a fitter hands you a sample. On Site is hi-vis and stencil type, the site-hut version. Top-down Editorial is a calm magazine layout built around overhead photography. Mill Town leans on the Lion Mill heritage, brick and slab serif.
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The client chose Sample Book. It is the only one of the four where the design itself explains the trade: every element on the page is something a flooring contractor would actually hand you.
The build kept Sample Book's structure (the reference card, the swatch strip, the range as samples, the layer diagram) and set it in a single grotesque with one working colour, so the photographs and materials carry the texture rather than the type.
Four creative directions
Each direction as presented: header, hero, the two-audience split and one signature section.
Identity
We took the identity through seven routes: a fan deck of samples, a floor plan, a letter A built from layers, a roll, a core sample, a staircase and a block. The block went furthest, refined five times into six floors stacked in the order they are laid.
In the end the client kept the logo he already had, the purple and yellow bars, and the site was re-coloured around it. Purple now does the working job, for anything you can press, with a pale lilac tint behind labels and the coverage ring.
The structure did not need to change for it. The argument lives in the layout, not the mark: the materials still carry their own colours on the samples, in the layer diagram and in the stripe that runs under the footer.
Logo routes we explored
Seven routes, then five refinements of the block, before the client chose to keep his existing logo. Each board shows the mark at every size, on light and dark, in the header and on a card.
The site
Two doors, side by side, straight under the hero. Commercial reads as priced from drawings, programmed around the building and signed off with paperwork. Homes reads as measured, lifted, levelled and cleared away. Same fitters, two sets of words, and each door leads to its own page and its own form.
The range is six floors shown as samples, each photographed from directly above and described in one line a customer can use. Every job is quoted on the room, the subfloor and the traffic, so there are no prices on the page.
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Turn it over is the section the whole brand hangs on. The five layers under a finished floor, drawn thicker than life so they can be seen, with the reason each one matters. It is the half of the job nobody photographs, finally on the page.
Recent jobs are real. Thirty-four project pages built from the director's own photographs and the company's Facebook page: The Black Cat in Leeds, Crompton and Royton Golf Club, an entrance mat at Macclesfield station, a bus depot canteen in Oldham, stairs, wet rooms and kitchens.
One interactive map answers the question every enquiry starts with. It switches between homes within twenty-five miles of the mill and commercial work across the UK, with an animated zoom, drag, and pins for the jobs themselves.
The small print is up front for the facilities manager: limited company since 2020, company number, £5 million public liability, £10 million employer's liability, Contract Flooring Association membership, and method statements before every commercial job.
Commercial, homes and project pages
Each audience gets its own page and its own form. Thirty-four project pages carry the proof.
Build
Astro and Tailwind on Vercel, hosted by us. Static pages where they can be, a server route where they have to be.
One enquiry form, used three ways. On the homepage it asks commercial or domestic first; on each audience page it opens already set. Commercial asks for building type, area, start date and whether the site stays occupied, and takes drawings or photos, up to ten files. Enquiries are stored in a private database in London and emailed to the director with seven-day links to the files. Nothing in that database can be read from the browser.
Nothing unconfirmed reaches the live site. Every figure, accreditation and project detail carries a confirmed flag; anything waiting on the client is hidden in production and shown as an orange tag on previews, so the client reviews exactly what is still open.
Lighthouse on the staging build: 99 to 100 for performance, 100 for accessibility, 100 for best practices.
Outcome
The site went live at allprojectflooring.com in October 2026, with thirty-four project pages, both audience pages and the enquiry form running from day one.
We host it and look after it. Results from the first months of enquiries will go here once there are enough of them to mean something.