Case Study | Seasonal Trend Partnership
National Tiles
Context
National Tiles is one of Australia's largest multi-site retailers of tiles, stone and timber flooring. The business wanted to do something most retailers in the category don't attempt, inspire their customers, not simply supply them.
The Challenge
The brief was a seasonal trend document that would carry National Tiles' online and in-store marketing, season after season. It had to read as design authority. It had to land trend right and style right. And it had to do all of that at a production cost that would otherwise sit out of reach for a national retailer running multiple campaigns a year.
THE APPROACH
We sit with National Tiles as their seasonal trend partner. For each season we run the National Tiles portfolio through the MC&Co Helix, our proprietary trend intelligence framework. The Helix gives us a defined brand position for National Tiles and a current reading of the global aesthetic direction. From that intersection we develop six trend directions for the season. Each carries a tonal narrative, a palette, a material set and the residential applications that suit the look.
We create the AI-generated lifestyle imagery in the Lookbook ourselves. The process combines years of design, product and trend forecasting work with structured aesthetic curation. The resulting imagery is consistent in tone, accurate to the National Tiles range and tuned to the trend story being told. The production cost sits at a fraction of a traditional photoshoot, and the aesthetic range is wider than any single shoot day could capture.
The finished Lookbook is delivered as the headline asset of the National Tiles seasonal campaign and runs across both their online channels and their store network.
The Result
National Tiles has run our seasonal Lookbooks as their headline campaign asset for three consecutive years. The partnership has renewed every season since 2024. Each Lookbook is built fresh from the season's Helix reading and the current National Tiles range, and each carries the same recognisable design authority their customers have come to expect.
MC&Co has been an invaluable design partner in bringing this vision to life. Their trend forecasting and AI-generated imagery has been a true game changer, consistently wowing our team and resonating with our consumer base. Their ability to fuse aspirational design with commercial relevance has elevated how we showcase our broad and deep collection of floor and wall coverings.
DARREN TAYLOR
Executive General Manager Marketing & Ecommerce, National Tiles
This engagement reflects the MC&Co Helix and MC&Co Trend in partnership. The Helix supplies the trend reading. MC&Co Trend supplies the seasonal Lookbook, including narrative, art direction and AI-generated lifestyle imagery.
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