Covered By, formerly known as Rug Genius, has created a proprietary tool that allows its customers to visualize their rug, tile, carpet and hardwood selections before they purchase.The tool superimposes the selected rug onto an uploaded image of the customer’s room so they can truly get a realistic sense of the textile in context. Covered By needed a comprehensive visual identity that clearly created distinction between the Rug, Tile, Carpet and Hardwood divisions. The identity also needed to intuitively convey the idea of the consumer’s active role in the process and that it was not a typical click and ship process.
The overarching Covered By brand introduces an underline that acts as the “floor" of our consumer’s home. Overtop this underline is a series of handwritten descriptors which create clarity of category and elude to the consumer’s participation in the process. The juxtaposition of geometric sans serif and handwritten font shows that there are two distinct forces in the shopping and purchase process. To create further category differentiation, four different minimal patterns were introduced for our four categories to create a graphic and memorable segmentation that gives the consumer clarity.
The monogram “C”, which is the most hard-working element in the visual toolkit, was inspired by the ideal of a carpet unrolling onto a floor.