Harlequin Floors is the world leader in advanced technology floors for dance, performing arts, entertainment and display, with offices in Europe, The Americas and Asia Pacific. For forty years Harlequin Floors’ portable and permanent sprung and vinyl floors have been the preferred choice for the dance industry, installed at venues such as the Royal Opera House, the Bolshoi Theatre, Paris Opera Ballet and the Sydney Opera House.
Harlequin Floors’ business strategy is to expand into new competitive areas such as events and entertainment, without alienating traditional dance customers. This transition is reflected in a new strapline, ‘The world performs on Harlequin Floors’, which positions the brand’s heartland as performance of all types, not just dance.
In 2018 Harlequin’s Marketing Team asked ifour to refresh and future-proof their brand and design.
They also asked ifour to design and build a website with the flexibility to adjust messaging and tone of voice across specific regions. Deliverables included media/resources, eCommerce (staged rollout) and granular control over content and metadata.
ifour held a Brand Discovery Workshop to explore Harlequin’s brand offer, USP, target audience, competitors, market, design and styling.
Following the workshop, ifour created moodboards presenting potential visual, tonal and stylistic directions for Harlequin Floors. Once the team had agreed a visual direction, ifour designed and produced brand guidelines.
ifour and the Harlequin Marketing Team subsequently completely redesigned and rebuilt Harlequin Floors’ UK website, a root and branch project that would provide a beautiful, functional online showcase for Harlequin’s expanding product range, communicate their industry expertise, nurture customer interaction and provide a robust e-commerce platform.
The Brand Discovery Workshop highlighted Harlequin Floors’ expert, sophisticated and competent personality. This personality is what makes Harlequin Floors the trusted industry provider of premium performance floors.
This sophisticated personality is expressed in ifour’s brand design for Harlequin Floors, which gives a light, elegant twist to the colours and forms of the brand’s previous incarnation. The visual style uses high quality photography and video, supported by modern, crisp copy. A new strapline ‘The world performs on Harlequin Floors’ reflects the brand’s global ownership of performance floors. Streamlined, modernised typography completes Harlequin Floors’ new look and feel.
This look and feel is continued throughout Harlequin Floors’ communications and in the new website design, which has been transformed into a stylish online platform worthy of the world market leader in performance floors.
Harlequin Floors new look and feel is continued throughout ongoing communications and in the new website design, which has been transformed into a stylish online platform worthy of the world market leader in performance floors.