Armstrong

When Armstrong Commercial Flooring was preparing to announce the development of BioStride™—a breakthrough patent-pending biobased polymer that contains rapidly renewable plant ingredients—they turned to The Anderson Group to develop their messaging and branding strategy. With BioStride, Armstrong was about to make a giant leap forward in sustainable flooring options. The first application of BioStride is in MIGRATIONS™ BioBased Tile™, a new category of tile that provides enhanced environmental attributes and combines them with enhanced performance, classic looks and affordability. 

When Armstrong’s research began, the industry was going in different directions, from focusing on recycled content to non-PVC products. The science—and the resulting end-price to the customer—did not meet Armstrong criteria. They wanted to appeal to a large, rather than a small niche of buyers to make a true sustainable option available to virtually everyone. 

In addition to developing messaging and strategy, The Anderson Group created the BioStride identity and launch materials, including a series of dramatic trade ads. We are proud to be part of a product launch that may have a profound impact on the building industry’s movement toward offering new and better greener options.