Description:

Rugs and carpets have long been relegated to the background in design conversations — viewed as purely functional surfaces rather than intentional design elements. Compounding this is an industry defined by traditional, clunky manufacturing and an overwhelming emphasis on mass production, synthetic materials, and dated aesthetics. For Nodi, this presented a powerful opportunity: to not only elevate our own brand, but to reimagine what rugs and carpets can represent in a modern, design-led context.

Rooted in our purpose — creating handcrafted rugs and carpets from natural materials using slow, traditional techniques — we saw the potential to lead a category reset. This campaign was born from the desire to tell a richer story: one of grounded living, timeless design, and meaningful craft. We set out to position Nodi not just as a product brand, but as a lifestyle brand with a point of view.

The Approach

At the core of the campaign is a unifying idea: “Grounded by Design.”
This encapsulates our belief that rugs and carpets are not just the literal foundation of a space — they also ground us emotionally. They offer softness, warmth, texture, and intention. Our approach was to elevate the category through design, storytelling, and sensory depth.

We developed a visual narrative that rejected industry norms. Rather than over-styled interiors or sterile, staged spaces, our campaign leaned into calm, elemental compositions. We celebrated our materials — wool, jute, bamboo silk — through rich close-up photography and tonal palettes. And we used architecture and editorial design to express the balance between structure and softness.

The campaign spanned brand film, photography, editorial content, social, web, and trade tools — all designed to reframe Nodi’s rugs and carpets as design-led, ethically made, emotionally resonant objects.

The Outcomes

The impact was both commercial and cultural. We saw:

Increased engagement and brand recognition among architects, designers, and conscious consumers.

Uplifts in sales and conversions, particularly for products featured in the campaign.

Stronger resonance with trade audiences, who now see Nodi as a leading, design-forward partner in both rug and carpet solutions.

Expanded global reach and brand storytelling referenced by stylists, media, and industry collaborators.

Beyond metrics, the campaign catalysed a shift in how rugs and carpets are perceived — from passive decor to active design elements. It elevated our category and inspired deeper reflection on the value of handmade, slow, natural products in a fast-paced world.

This was more than a brand refresh — it was a strategic and creative redefinition of a category, executed with clarity, beauty, and purpose. And it has laid the foundation for how Nodi will continue to move, grow, and inspire — grounded in design.