Fired Earth by Westex
Home Decor Meets Flooring Excellence
Prestigious carpet brand Westex Flooring partnered with the stylish home decor experts at Fired Earth to launch two exciting new Carpet collections.
THE CHALLENGE
With a tight deadline, there was not the time for the usual room set photography that is renowned for Westex's Carpet Range Collection – however complete promotional materials were still required.
With the pressing deadline fast approaching, Design by Ant was asked for a campaign solution that would embody the high standards that both brands are known for, with very little to go on but their existing logos.
THE SOLUTION
Design by Ant worked closely with the marketing teams at both Westex and Fired Earth to create a dual-branded campaign that honored each brand’s identity while presenting a unified look for the new collections. We developed a fresh, dual-branded logo that respectfully combined both brand aesthetics and crafted a cohesive package that distinguished the two ranges while maintaining a connected feel.
The Fired Earth Flatweave Collection featured two designs, named after the Rivers Wharfe and Derwent. Inspired by the river theme, we introduced a Japanese-style wave pattern as a key visual across all promotional materials, including Westex’s sample books and POS displays. This subtle yet striking backdrop allowed for clean, prominent placement of the new Fired Earth by Westex logo – a simple square-shaped device combining both brand logos seamlessly – with a landscape version for tighter spaces.
Each collection was linked through colour, using Fired Earth’s signature grey as a base, with a dusky blue and green background distinguishing the two ranges. This thoughtful approach kept the collections visually connected while ensuring they could be easily differentiated.
Despite the looming deadline, the carefully considered design allowed the promotional materials to be rolled out smoothly and ready for the launch at a national flooring exhibition. The result was an elegant, forward-thinking dual-brand campaign that captured the essence of both Fired Earth and Westex Flooring.
“Working with Design by Ant has been a fantastic experience. Ant’s meticulous attention to detail and his ability to autonomously execute briefs – even when they are not fully defined – are outstanding. He brings a range of creative ideas to the table, ensuring every project is fresh and unique”.
Claire Williams, Westex Marketing Manager.