J+J Flooring Group

Annual product designer inspiration trip transforms into compelling NeoCon promotional campaign

Whiteboard partnered with J+J Flooring Group to transform their 2017 product development journey into a powerful promotional narrative. When J+J's design team traveled to Detroit's Pewabic pottery studio for inspiration, they discovered how glazing finishes define pottery—the same way their new flooring products would be defined by innovative surface treatments. Whiteboard crafted the complete promotional strategy, from conceptual storytelling to physical execution, creating a comprehensive NeoCon booklet that revealed the authentic creative process behind the product line. The campaign utilized pottery's organic textures, flowing forms, and beautiful imperfections as design inspiration, connecting the century-old craft traditions with modern flooring innovation. This strategic partnership resulted in compelling trade show materials that positioned J+J's products through the lens of authentic craftsmanship and design heritage.