Armstrong World Industries, a multi-billion dollar global company, came to Valhalla to help it learn about the youth culture marketplace while working out a print on demand model. We created a fully functioning brand for Armstrong. Working with the team inhouse, we took a blank substrate material from Europe & created a viable brand for American youth to call their own.

Our brand creation work was all encompassing. We started with general consultation on the ins & outs of the market and followed through with naming, branding, assembling a collection of designs and creating a website. The end result was a brand and product the market had never seen, setting a new precedent for the rug industry and creating cultural significance within the targeted demographic, allowing consumers to make their college dorms & first apartments their own with unique, artistic “rugs”.

The fiberglass backed material durable enough to withstand constant foot traffic but held print detail well enough to be a wall hanging. Collaborating with our artist & photographer friends from within action sports to curate quite a collection of artwork for the project. Many of the designs never even made it to the sales floor, the workers at the test retailers all purchased them as soon as they arrived.

The project was a great success, with numerous rugs selling out before they were even accessible to the public. Shop employees bought every Grant Brittain / Chris Miller skateboarding & Jim Phillips skull rug before they even hit the sales floor.

Ascape was chosen for the project, a brandable name meant to represent the escape the buyer would get from their current living situation, whether it be to the mountains, a skatepark or an art gallery, their current living situation no longer bound them. Starting with an A, it left the option to tie it into the Armstrong brand at a later date.