I partnered with Interior Design’s custom content team to develop the copy for an interactive branded content experience introducing Armstrong Flooring’s Kaleido™ Color Lab. Working from client materials, creative direction, and product documentation, I translated technical product information into concise, user-friendly storytelling that supported both the publication’s editorial standards and the client’s marketing goals.
Project overview
Interior Design developed a sponsored digital experience to introduce Armstrong Flooring’s Kaleido™ Color Lab, an online visualization tool that allows architects and designers to experiment with luxury vinyl tile patterns, colors, and layouts before specifying products.
Rather than functioning as a traditional article, the experience guided users through the platform while explaining its design capabilities, customization options, and commercial performance benefits. The challenge was creating content that felt informative and editorial while supporting the client’s messaging objectives.
Scope & responsibilities
- Wrote copy for an interactive branded content experience
- Translated technical flooring specifications into approachable editorial language
- Collaborated with the Interior Design content studio using client assets and editorial outlines
- Developed instructional and educational copy that complemented the interactive user journey
- Balanced brand messaging with Interior Design’s editorial voice
Strategic approach
- Editorial-first storytelling: Focused on design possibilities and creative exploration before introducing technical specifications.
- Complex made simple: Turned product documentation into concise, accessible copy for architects and designers.
- UX-conscious writing: Structured copy to support an interactive experience, ensuring each section guided users naturally through the platform.
- Collaborative execution: Worked within established creative direction while maintaining consistency across multiple sections of the experience.
Deliverables
- Landing page introduction
- Product overview and educational content
- Interactive tool instructions
- Feature and performance messaging
- Calls to action throughout the digital experience
Explore the project on Interior Design: Kaleido™ Color Lab for Armstrong Flooring →