Evolving heritage.

Over 120 years, it can be easy to forget who you are. Especially when you're trying to engage the next generation of flooring contractors who value honesty and simplicity above all else. Through new brand positioning and a brand identity—we revealed their soul—a love for the artistry of the hardwood flooring craft. One that hardwood flooring contractors had been looking for, restoring their belief that DuraSeal was the brand for them.

There comes a time when a brand needs to be re-introduced, even when your past is strong. Duraseal got a new generation of flooring contractors to see them differently. Let’s build on your legacy.