FCIF Announces Brand Refresh, Reaffirms its Mission
The Floor Covering Industry Foundation (FCIF) recently unveiled the organization's brand refresh that reaffirms its focus on providing financial assistance to those who have worked in the floor covering industry who are battling life-altering illnesses, injuries, and disabilities.
Centered around the association's new tagline, "The Heart of Flooring," the new brand identity is the culmination of months of stakeholder input and creative iterations. As FCIF's marketing committee chair, Sam O'Krent, owner of O'Krent Floors, created a branding subcommittee under the direction of Jeanne Matson, formerly of Starnet Commercial, to lead the effort. A guiding principle of FCIF's rebranding effort is the group's commitment to showcase its unique position of "people helping people" and highlight the flooring industry’s legacy of “taking care of our own.”