The Armstrong commitment to environmental sustainability is to provide products and services to their customers that enable them to reduce the environmental impact of the buildings they create.

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. The first application of BioStride is in MIGRATIONS™ BioBased Tile™, a new category of tile that combines enhanced environmental attributes with performance, classic looks and affordability.

In addition to developing messaging and strategy, we created the BioStride identity and launch materials, including a series of dramatic trade ads.

Business impact

In the first quarter after the launch, builders, architects and designers were already specifying BioStride. BioStride continues to grow and be a critical part of Armstrong's commitment to sustainability. We are proud to have been a part of a product launch that is having a profound impact on the building industry's movement toward offering new and better greener options.