Armstrong World Industries

Inspiration Lives Here

In late 2015, Armstrong World Industries announced that it would divide into two companies: Armstrong Ceilings and Armstrong Flooring. We worked with CEO and senior leaders of the newly formed AWI Ceilings Solutions business to create an internal communications program that would excite and engage employees during the transition period.


The challenge was to convince employees that AWI wasn’t a new company, but rather the continuation of a great company that was now focused on ceiling solutions.


We developed an internal brand position that encouraged employees to look up—and look ahead. Our tagline, “‘Inspiration Lives Here,” spoke to the positive nature of change. Our designs, influenced by 1960s poster art, fit the message beautifully.


We developed launch materials, including signage and premiums, as well as content for executive speeches, press releases, email and websites.


On April 1, 2016, AWI Ceilings Solutions employees came together to celebrate the newly formed company and the campaign was executed simultaneously at AWI locations around the world.


The program accomplished exactly what we hoped it would: It drove employee engagement and built excitement about the growth opportunities that happen when a company reimagines itself and positions itself for an even brighter future.