Creative Director at Dorfjungs.
Awwwards Judge
My parents favorite Designer
Gym lover
Type addict
Husky Daddy

Next level con–

Tract Flooring

Ligea® — Next level contract flooring

Art Direction for ligea, a german startup disrupting the contract flooring industry. Done at Dorfjungs.

Ligea® ligea realises the perfect carpet for your interior project from vision to delivery. We partnered with them to create a digital first brand in this new marked.
The final website is currently in development and will be launched jan 2021.


Joshua Keck Development
Jonas Marckert UX Design
Norman Dubois Art direction
Adrian Wilhelm Design

About theproject

We started with a 4 day design sprint together with the team at Ligea®. In close collaboration with them and our multidisciplinary team we developed their design language, helped them with their strategy and created the first steps for their new brand.

The final outcome of this intense session was the design language, an early prototype of the buying assistent, the final logo with a new claim, a coming soon page, the concept for the final website and the first subpages of it. And, most importantly, we learned more about their personality and formed an outstanding client relationship, which is key for us and our work at Dorfjungs.

How can we disrupt the contract flooring industry without loosing personality and soul? Let’s find out.

The concept of the page is easy. Ligea wants to redefine contract flooring. It should be easy and fast for the user – he should be in the focus of everything we design.


With the main target audience being mostly interior designers, architects and people who value aesthetics and a business model which has the web as it’s primary touchpoint we went with a modern, clean and timeless art direction, with a focus on typography and content. We don’t want to distract – the key is to let the user find their carpet and make it as easy as possible for him.

The image concept, which focuses on personality, friendly colors and happy people brings the personality we don’t want to loose. The color scheme has a bright orange in the center, building a complementary contrast with a more saturated blue. Clean. Reduced. Focused. Designy.

As the main typography we are using the Messina Sans Superfamily, with Messina Sans as our hero, complemented by Messina Sans Condensed to add more interest and dynamic. Both reduced, loved by our target audience, but still with personality.

Hi, I’m Messina Sans. Modern, timeless, yet personal.

I’m the condensed version of Messina and bring the contrast.