In 2010, the InterfaceFLOR Greenbuild booth issued a challenge: Be smarter than oil. In the vertical space above the booth we pitted the brain against the barrel in an enigmatic equation meant to draw visitors to the booth. Once there, visitors engaged with a set of four walls, each with its own original illustration and supporting headline, communicating four guiding principles: Commitment; Innovation; Collaboration; and Transparency. The concept carried through to T-shirts, buttons and a brochure.
