W Brand Development and our creative
partners have helped shape some of the
country's most enduring brands.

Not Your Mother’s Brand

Formica is a name that many Americans grew up with. The ubiquitous countertop reached its heyday in the 40’s, 50’s and 60’s. Changing times and changing tastes hurt Formica, as the brand was seen as outdated and out of touch for today’s home environments. We rejuvenated the brand by showcasing the versatile product in amazing applications and reminded homeowners of the broad design and diverse, functional options Formica provides.

Authentic Brand Idea

Formica Forward