Launching a Premium Flooring Brand From Absolute Zero
VersaCore Grande 10 is a premium waterproof luxury vinyl flooring brand. When they came to Over the Fold, they had a product, but nothing else. No brand, no logo, no website, no visual identity, and no way for dealers or homeowners to discover or engage with their collection. They needed a full brand launch, built from the ground up, that could compete with established flooring brands and drive real purchase intent.
VersaCore Grande 10 came to Over the Fold with a product and a vision, but no brand infrastructure to support it. There was no logo, no visual identity, no website, no product photography, and no marketing assets of any kind. The challenge was to create everything simultaneously: a brand identity that communicated premium quality, a website that could showcase a multi-SKU flooring collection and convert visitors into sample requests, room scenes that helped homeowners visualize the product in real spaces, and a promotional video that brought the brand to life. Everything needed to feel cohesive and launch-ready from day one.
1,238 Sample Orders From a Brand That Didn't Exist
Since launch, VersaCore Grande 10 has received 1,238 sample orders through the website. A direct conversion metric representing homeowners and buyers actively considering the product for purchase. For a brand with no prior market presence, no ad spend history, and no existing customer base, generating over a thousand sample requests through organic site traffic alone is a strong indicator that the brand identity, product presentation, and sample ordering experience are all working together. The website now serves as the primary sales enablement tool for dealer conversations and direct-to-consumer discovery.
