Luxury wood flooring branding, video & ecommerce website design
The Brief
Elesco is a family-run timber flooring company based in York, specialising in bespoke engineered oak and parquet flooring, with every board finished in-house and a strong reputation for quality, flexibility and craftsmanship. The business already had the expertise, but its existing brand and website were not fully reflecting that level of care, or supporting the needs of architects, designers and specifiers as clearly as they could.
Yoke Creative Agency was brought in to create a more refined brand identity and a new ecommerce website that would better position Elesco in the premium flooring market. The aim was to elevate perception, clarify the offer, and create a digital experience that made it easier to browse collections, explore finishes, request samples and move towards enquiry or purchase.
THE OUTCOME
Brand strategy and positioning | Rebrand and visual identity | Strapline development | Custom illustrations and icons | Ecommerce website design and build | SEO and AEO-led structure and messaging | Product and collection storytelling
The Brand & Logo
The rebrand was about bringing Elesco’s identity in line with the quality of its work. We created a more refined, premium visual identity that better reflected the craftsmanship, precision and professionalism behind the business, while still feeling warm, grounded and approachable. The logo system was designed to be timeless and flexible, with a full set of responsive variations that could work confidently across print, packaging and digital.
Strapline & Positioning
Once the core identity was established, we developed strapline thinking to sharpen Elesco’s positioning. The rationale balanced place and provenance, creativity and collaboration, and the level of craft and detail that sets the business apart. York helped give the brand added credibility and character, but in a balanced way, as part of a broader premium British positioning aimed at architects, designers and specifiers across the UK.
Custom Illustrations & Brand Details
The York connection carried through visually as well. As part of the identity, we created a custom illustration style that was hand-drawn, careful and intentionally human. The illustrations were inspired by York’s architecture and landmarks, helping connect products and brand touchpoints to place and story in a subtle, elegant way. Rather than feeling decorative for the sake of it, they added classic character and made the brand system feel more bespoke.
The illustrations were inspired by place, process and material, with subtle references to York’s architecture and landmarks woven into the wider visual language. This meant the brand could carry a sense of story and provenance without relying on it too heavily.
Website Design & Build
The website needed to work as both a premium brand experience and a practical e-commerce platform. We designed and built a site that made it easier to browse collections, explore bespoke services, request samples and move towards enquiry, while also creating a stronger structure for SEO and AEO around searches such as luxury wood flooring, bespoke timber flooring, British wood flooring and engineered oak flooring. The finished site brings together Elesco’s collections, bespoke services, project work and sample-request journeys in one much clearer and more commercially useful experience.
Photography & Video
We created a suite of photography and video content to bring the new brand to life online. This included a hero video introducing Elesco visually, alongside shorter supporting videos for key service pages such as The Finishing Lab and Custom Colour Matching, helping showcase the craftsmanship and bespoke expertise that set the business apart.
Collateral Design
Alongside the core brand work, we designed a set of premium sample sleeves to support Elesco’s sales process and presentation. Each sleeve featured a cut-out window to reveal the wood colour and type at a glance, helping the samples feel more practical, polished and in keeping with the elevated direction of the brand. This tied in closely with the wider sample-request journey, which the project strategy identified as an important part of the customer experience for designers and specifiers.
Ready to elevate your brand online?
We design brands and websites that do more than look good. They help the right people understand your value, trust what you do and take the next step. If that sounds like what your business needs, get in touch.
