COREtec created the original 100% waterproof core floor, becoming the industry leader as a manufacturer. To keep momentum, they wanted to create a consumer brand — one that would position them for future growth and distinguish them from a growing list of copycat competitors in the flooring market.

Business Challenge

Between specialty shops and big box retailers, the flooring market is flooded with too many choices. COREtec needed a consumer brand that would stand out — a brand that connected with today’s mobile-first consumer — so that they would ask for COREtec by name.


As the originators of the 100% waterproof core floor, we wanted to celebrate the originality in others, too. So our brand is built on individual style and self-expression — values important to Generation COREtec. And to get the conversation going with each impression, we end on a question — What’s in Your Core?

We created the new from the ground up — and packed it with smart features. New filtering makes it easier to find just the right floor. Inspiration ideas help customers dream up their new space. And a new map locator lets users quickly find local retailers to make the flooring purchase.

In just a year after launch, the results have been incredible:

  • Over 1.1 million unique visitors to the website
  • Thousands of new Facebook followers — and over 2 million monthly views on Pinterest
  • 1000% over goal for samples ordered online
Interested in learning more about this project and other work? Get in touch