Daley World Flooring
Laying the groundwork for flooring education with custom app design and development.
Location
Nanaimo, B.C.
Daley World Flooring is redefining the way flooring installers learn, offering expert guidance and hands-on tools to help professionals master their craft. When Paul Daley set out to create an app for flooring installers, he turned to Array to bring his vision to life. From brand strategy and logo design to custom app design and development, we helped shape his idea into a cohesive, user-friendly experience. A highly collaborative client, Paul worked closely with our team to refine and perfect every detail, resulting in a bold brand identity and UX-driven app that make levelling up flooring skills easier than ever.
What did we do?
- Brand Collateral
- Brand Messaging and Tone
- Brand Standards
- Content Design & Creation
- Copy Review & Editing
- Copywriting Strategy & Planning
- Custom Plug-in & Functionality
- Information Architecture Development
- Logo Design
- Narrative Tone Development
- Native Mobile App Development
- Responsive Website Graphic Design
- UI/UX Design
- Website Design & Programming
How Did We Help Them Out?
- To get this project started, we collaborated with Paul’s team to architect the app’s flow. This information architecture allowed us to fully map out the branching pathways and confirm functionality before moving forward.
- With the structure in place, we wireframed the components to establish a strong UX foundation.
- At this stage, our design team created a logo for Daley World Flooring: a bold and iconic gorilla that symbolizes strength, loyalty, and wisdom—core values of the DWF brand. The design incorporates mountain-like elements and a square above the gorilla’s back to represent resilience and hard work, while electric blue tones add energy and impact.
- To launch the new brand, our design team created merchandise featuring the DWF logo and developed brand guidelines to ensure consistency across all touchpoints.
- Our copywriting team worked closely with Paul’s team to document and refine the instructional content. We developed a brand voice that uses motivation and a bold charismatic tone to clearly deliver flooring instructions. This approach gives them the kick they need to level up their skills while making complex techniques easy to understand and apply.
- With the brand and voice locked in, our design team created a sleek app interface, bringing the wireframes to life with a high-impact visual style.
- Once the design was finalized, development kicked off with fully custom programming. The app features custom branching logic to guide installers through flooring installations, along with management tools for bookkeepers and licensees to track jobs, complete assessments, and handle administration. Additionally, a built-in glossary and video library give installers the resources they need to adhere to best practices and the highest standards.
- The app was developed as a Progressive Web App powered by WordPress, making it accessible both in the browser and as an installable standalone app. This setup also provides the Daley team with a powerful, well-supported interface to manage jobs, instructional content, users, and more. That’s right—WordPress can do apps too!
- To complete the project, we designed a microsite that serves as a compelling sales tool and a direct download platform, ensuring users can easily access the app and explore its benefits.
Ready to Create Something Great?