J+J Flooring Group

Art direction and design for J+J Flooring Group's inspirational publication exploring hyperbole as creative catalyst

When J+J Flooring Group envisioned Shift magazine as an exploration of inspiration that would change perspectives and spark new ideas, they needed collaborators who understood that flooring could be seen as a blank canvas, limited only by imagination. Whiteboard partnered with their in-house design and marketing team to create Volume 2, focused on Hyperbole—an inspiration of perfect overstatements, extravagance of pattern and texture, tone and color, movement and emotion. Working closely with Art Director Liz Tapp and Designer Stephanie Fast, we developed a publication that exemplified and explored hyperbole from multiple vantage points, repeatedly asking and answering the simple question: is too much ever too much? The result is a playful and surprising booklet that challenges designers to see flooring not as functional background, but as a bold statement of creativity and imagination.