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Fireclay Tile Showroom Signage
Building a Toolkit for Showroom Expansion
Project Type
Environmental Signage
My Role
Lead Designer
Tools
Illustrator
Photoshop
Deliverables
Sign Schedule
Production Files
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Overview
As Fireclay Tile expanded its retail footprint, the NYC Flatiron showroom—the brand’s largest to date—served as the pilot for a new, scalable environmental signage program. The challenge was to move beyond one-off signage and develop a cohesive kit of parts that could adapt to varying square footages and architectural layouts in future markets while maintaining a consistent brand soul.
Design
Materials & Execution
To reflect Fireclay’s B Corp values and Made for Good mission, the material palette was chosen for both its premium feel and its environmental responsibility:
Dimensional Branding: The primary brand marks and vision statements utilized pin-mounted, surface-painted acrylic to establish a permanent, high-end architectural presence.
Sustainable Storytelling: Large-format posters (e.g., The Fireclay Difference, USA Manufacturing) were printed on Falconboard, a rigid, 100% recyclable paper product. This allowed the showroom team to easily update content as product offerings evolved without specialized installers.
Elevated Information: Technical specifications were housed on P95 frosted acrylic placards, providing a self-service layer of information for clients regarding tile and grout specs.
The Customer Journey
The signage was strategically zoned to match the client's pace within the showroom:
The Entrance: High-impact vinyl and dimensional lettering set the tone immediately upon entry.
The Lounge & Hearth: Designed with a living room feel, these areas featured storytelling posters at a larger scale, inviting clients to relax and absorb Fireclay’s manufacturing heritage and USA Made stories.
Functional Touchpoints: Small-scale placards were placed near furniture and tile installations, empowering clients to self-educate on specific product details without needing to disturb a busy consultant.
The Results
A Foundation for Growth
The NYC Flatiron project successfully moved our environmental branding from one-off signs to a scalable system. By focusing on a "kit of parts" that balanced high-end materials with sustainable paper products, I created a framework that could grow with the company:
Proven Scalability: The system I developed for the NYC pilot was so effective it was rolled out to subsequent showrooms in Costa Mesa, Santa Monica, and Edina, ensuring a consistent brand experience across both coasts.
Operational Ease: By using modular materials like Falconboard, we empowered local showroom teams to update their own visual storytelling without the cost or lead time of specialized installers.
Sustainable Consistency: We proved that a premium, architectural look doesn't have to come at an environmental cost. The brand’s B Corp values were built directly into the physical materials of the space, making the "Made for Good" mission feel tangible to every visitor.