Cutting shapes: Tile Warehouse and Publicis Mojo bring new, very literal meaning to ‘brand architecture’

Tile Warehouse opened its doors in 1989 with two staff and a forklift. 23 years later the company has over 100 staff, 28 stores around the country and now a shiny new brand courtesy of Publicis Mojo to “celebrate being New Zealand’s market leader”.

Marketing manager Anna Williams says the rebrand incorporates architectural design, both with the colours chosen and the use of a ‘tangram’, a dissection puzzle that originated in China and consists of seven shapes. When these shapes are put together they create a picture, just as “our tiles complete the picture in bathrooms, kitchens, living areas and outdoor spaces”. 

http://www.youtube.com/watch?v=M7QKCkXWKV0“Like a tangram, our ‘dog’ changes into different designs which are analogous to the role a tile supplier plays in helping our clients,” she says. “The pose of dog suggests attentiveness and service, which we know are key attributes of a preferred retailer. We think it’s a good metaphor for the service we believe is deserved … Our by-line, ‘Innovate, Renovate, Elevate’, seeks to illustrate the positive forward-thinking attitude of our company.” 

Over the past 23 years, Tile Warehouse has expanded its services to include dedicated architectural services teams across its stores and embarked on a joint venture with Architectural Stone, which has added a high-end range of benchtops to complement the tile range.


Ad Agency: Publicis Mojo

Creative Director: Lachlan McPherson

Account Service: Kay Boyle, Kathryn Purchase

TV Producer: Liz Garneau

Animation: Flux Animation

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