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
Spotlight
Magazine Redesign
Premier Flooring Retailer
