Together with Bona, we developed a concept and campaign for Bona Recoating, a fast, efficient renovation solution that extends the life of modern wood floors.
As engineered wood floors become increasingly common, traditional full renovations are no longer always the best option. Thinner wear layers, bevelled designs and sustainability concerns are changing how floors can, and should, be renovated. Bona Recoating addresses these new realities by restoring worn surfaces without sanding down to bare wood, creating a valuable complement to full renovations.
The challenge was to reposition renovation itself. Recoating is not a shortcut, but a smart, proven method that prolongs floor life, reduces downtime and preserves valuable wood.
Our task was to clearly communicate when and why recoating is the right solution, making a technically precise process easy to understand for professionals, and easy to explain to floor owners. At the same time, the offer needed to highlight the business opportunity recoating creates between full renovations.
We developed a communication framework that positions Bona Recoating as a fast, reliable and sustainable renovation method. Built around the idea “Renovation in a blink”, the story highlights the key benefits: minimal downtime, cost efficiency and extended floor life, without compromising performance or appearance.
By focusing on real-world application and everyday challenges, the communication makes recoating a natural part of a long-term floor care strategy rather than a one-off treatment.
Our work included the development of the central Recoating storybook, along with customer-facing brochures that help contractors explain the process and its benefits to floor owners. The concept was further activated through newsletters, sales materials and large-scale trade fair environments.
Together, these assets form a cohesive system that supports both education and sales, ensuring a consistent message across markets and touchpoints.
The result positions Bona Recoating as a trusted, repeatable solution for today’s wood floors, extending their lifespan, preserving their design and creating new opportunities for both contractors and floor owners.
