When we’re renovating our homes, we spend time on shopping sites, researching products, reading reviews and comparing brands. Many companies have embraced the power of design and their digital presence is compelling.

HGTV has drawn us closer to the processes and products involved from small to large projects—while teaching us the language to use when speaking to architects, contractors and builders. We’re involved in the process and we care about the details.

But sometimes we find ourselves on sites that seem technical, dry and complex. We are in the land of B2B (business to business), where the assumption is that customers are experts—that they work in the industry.

B2B home improvement brands have the potential to grow their audience beyond their expert audience by becoming more consumer-centric, moving from purely logical to a more emotional branding presence. By getting personal, B2B marketers can charge a premium and drive sales in a competitive marketplace.

Transforming the FloForm Brand

With showrooms throughout Western US and Canada, FloForm fabricates kitchen countertops and has a proud history of quality craftsmanship.

Pause for Thought recently transformed FloForm from a logical B2B trade brand to a more consumer-focused brand. Recognizing that the kitchen is a welcoming space for everyday living, we created a lifestyle brand, exemplified by the tagline ‘Countertops for Life’.


Demystifying the process, we helped potential customers by sharing tips, inspirational images and online tools. Every step is explained through helpful videos and downloadable checklists. And importantly, a call-to-action is always present: ‘Schedule an In-Home Consultation’.



Beyond the website, branded collateral continues to tell the story and informs about the process and customer choices.


Home shows are increasingly popular for contractors and homeowners alike, so we created a stand-out booth that has won awards and increased sales.


Ultimately, with FloForm’s new brand experience, they are able to communicate both their expertise and the heart & soul of the company, building strong, trusted relationships.

In the competitive world of brands, consumers in markets they serve have little reason to go anywhere else! See the full case study here.

Photography by Alex Hayden