As the official publication of the World Floor Covering Association, Premier Flooring Retailer needed a refreshed identity that could better reflect the professionalism, innovation, and evolving voice of the flooring industry. I led a full-scale editorial and visual redesign, modernizing both the cover and interior layouts to enhance readability, hierarchy, and brand presence.

The updated look introduces a clean, editorial design system—with improved typographic clarity, balanced white space, and a fresh color palette that elevates the magazine’s authority while remaining approachable. The logo lockup was simplified to “PFR” to create a more recognizable masthead, and visual consistency was established through clearer grid systems and more engaging imagery.

The result: a more cohesive, contemporary publication that positions PFR as a trusted resource for industry insights while aligning it with the future of flooring retail.

Team

Paxton Taylor, Lead Designer
Margo Locust, Publisher
Karen George, Managing Editor