BetterTiles

BetterTiles has been around since 1961. Long enough for history to settle into its bones — and long enough for that history to start weighing heavy. What was once legacy had begun to feel distant. The industry evolved. The culture shifted. And BetterTiles, despite its depth and quality, had lost its voice in the noise. Not because the product failed — but because the story needed tuning.

We partnered with BetterTiles across branding, social media, marketing, email marketing, photography, videography, and brand partnerships. A full recalibration, underpinned by a 65th-anniversary brand and marketing strategy designed to reframe heritage as relevance. The focus shifted away from product-first thinking toward something more considered — placing the specifier at the centre and allowing taste, trust, and longevity to lead the narrative.

The new website became the backbone. Designed with the BetterTiles brand firmly at the forefront, it balances heritage with forward momentum. A bold, refined digital presence that feels considered, confident, and quietly disruptive within an industry stuck between imitation and inertia. Every element was intentional. Navigation was stripped back and rebuilt — making it easier to move between collections, samples, resources, and inspiration. A digital experience designed to encourage exploration while driving real conversion. Under the hood, SEO was baked in from the beginning, allowing content to flow naturally and perform in search without losing soul. The result is a site that invites exploration, drives conversion, and speaks fluently to architects and designers looking for inspiration and specification-ready solutions.

Alongside this, we reshaped how BetterTiles shows up visually. Photography and videography moved away from glossy showroom tropes and into something more grounded and tactile — capturing the sensuality of the process, from manufacturing through to installation. Imagery that feels lived-in, not staged. Content that mirrors how designers think and work. On social, we cut through the clutter, stripping back stock imagery and building a feed with personality and intent. One that speaks directly to the trade without alienating the curious. Marketing, email, and brand partnerships followed the same logic — aligning BetterTiles with like-minded creatives who value taste over hype, and building long-term connection along the way.

BetterTiles now sits in a different lane. Not chasing trends. Not stuck in the past. Sitting somewhere between heritage and edge — where the best brands live.