Every industry has its ceiling. Most companies never think to question it.
ProRes had built a solid reputation in industrial and pharmaceutical flooring — resin-based, functional, reliable. Good work, done well. But Ian Davies could see something the market couldn’t yet: the world was turning toward sustainable materials, beautiful ones, and nobody in Ireland was standing at that intersection with credibility and craft.
He was already standing there. He just didn’t know how to say so.
Ian was the sole Irish manufacturer of Durabella — a terrazzo product with genuine circular credentials and the kind of aesthetic that makes architects stop scrolling. The problem wasn’t the product. The problem was that ProRes was still speaking the language of factory floors when it had every right to be speaking the language of design.
We changed that conversation entirely.
Where We Brought Value
• Brand Framing
• Audience Clarity
• Visual Expression
• Messaging
• Customer Psychology
• Website and Touchpoints
The Work
The first thing we did was name the tension clearly: ProRes wasn’t trapped by its product. It was trapped by its positioning. Resin work had been the comfort zone — but comfort zones have a way of becoming ceilings.
We rebuilt the brand strategy around a single, liberating idea: sustainable flooring doesn’t have to choose between performance and beauty. ProRes was proof of that. Our job was to make sure the right people knew it.
That meant getting precise about audience. We separated ProRes into two distinct worlds — the industrial and commercial clients who needed durability and compliance, and the design-conscious specifiers, architects, and contractors who needed a partner with taste and conviction. Same company. Two very different conversations. Both rooted in the same truth: that what’s underfoot shapes everything above it.
The visual identity was built to match that ambition. Strong, contemporary, with genuine attitude, an identity that could hold its own in a contractor’s yard and on an architect’s mood board. It carried through branded clothing, vans, collateral, bringing the brand to life at every touchpoint.
The messaging found its spine in a story of powerful, sustainable performance, and shifting the perception of ProRes from a supplier to a disruptor. A company that doesn’t follow the wave of sustainable design in Ireland. One that is the wave.
The website brought it all together — solid copy, considered imagery, a flow designed to convert architects, designers, and contractors with equal conviction.
The Result
ProRes is no longer hiding behind resin. It’s leading with Durabella, with sustainability, with a voice confident enough to sit at the design table without apology.
Ian came in knowing he had something rare. He left with the language, the identity, and the strategy to prove it — to the specifiers, the architects, and the builders shaping Ireland’s spaces.
Beautiful floors. Circular credentials. Zero compromise.
That’s what was always beneath the surface. We just brought it up.