The name is no accident: daring to be different is in Alternative Flooring’s DNA. So when the purveyors of out-there carpets, rugs and runners contacted Cargo about a brand refresh, I was only too happy to get the call to contribute words.

This was a branding project to sink my toes into. Vision, mission and values to define; verbal identity guidelines to write; website, brochure and product descriptor copy to craft. And running through it all, Alternative Flooring’s distinctly fabulous tone of voice.