Creating a carpet brand

Newhey Carpets

Newhey Carpets is a leading British designer and manufacturer of carpets for the hospitality and leisure sectors. Following a brand review and new strategy – aimed at positioning the company towards interior designers and specifiers – I redesigned everything – from the logo to literature and from product books to the website, and continue to produce innovative solutions for the company.

What I did

Branding / Brand Guidelines / Art Direction / Positioning / Brochures / Packaging / Website / eBook / Advertising / Copywriting


I began by evolving the existing logo – using rounded letterforms that referenced carpet rolls. I developed a positioning statement for the new brand—Great British carpet since 1968—positioning them as a British manufacturer with a long heritage.


To give the products more focus in print and online I developed a paired back colour palette of one brand colour and a suite of greys. I designed a brochure of case studies for leading hotel and leisure brands to help the sales team make appointments with the new target audience.


I developed a new suite of product brochures that were consistent in their design, aimed at allowing designers to easily specify Newhey carpets. More recently we have developed an interactive ebook of all their products that we can easily share with clients.


We undertook extensive photoshoots featuring the people that make the carpet as well as the management and sales teams. 


Newhey's website was designed specifically with interior designers in mind. Products are divided clearly so that it is easy to see what is in stock or what can be manufactured quickly, with particular emphasis on their bespoke design service. 


“The new brand is a great success, with turnover up more than 20% and our marketing collateral and website referenced by competitors as best in class.”

Howard Whitehead, Managing Director, Newhey Carpets

Collaborators: Web development: Les Aubrey, Griff  Photography: Adrian Ray  Copywriting: Tony Gamble
© 2020 Neil Holroyd