Fliesenartig is a young, empathetic, and unconventional tiling company. The brand identity needed to reflect this unique attitude, both visually and in communication. The website’s primary focus was on recruitment and showcasing the work environment, with a secondary goal of attracting customers.
Finding good people in the tiling industry isn’t easy, and Fliesenartig wanted to stand out. The focus wasn’t just on craftsmanship but also on team culture and sustainability—something you don’t see often in this field.
The challenge was to communicate these values clearly while keeping things simple. Instead of long application forms, they wanted direct contact—ideally via phone—so potential hires could get a feel for the company right away. The website and social media ads needed to reflect this: no complicated processes, just an easy way to reach out.
The branding was built around geometric elements inspired by tiles, using different shapes to reflect the craft’s complexity and creativity. Sustainability was a key message, woven into the brand story to position Fliesenartig as a forward-thinking alternative in the industry.
For the website, we explored two navigation structures: one more traditional and another focused on the team and their values. The second option won out because it aligned better with their vision.
The UI combined clear layouts and plenty of white space with playful tile-inspired elements. The tone of voice—developed together with Digitalgenossen—was personal and direct, making it easy for potential hires to connect with the brand.
Brand, UX & UI Designer
User Research, Wireframing, Visual design, Prototyping & Testing, WordPress Development, Social Media ADs
Nikolas Klauser: SEO, performance optimization, social media campaign setup, and reporting
Digitalgenossen: Copywriting
March-May 2022
Fliesenartig Brand Identity Book Excerpt + Iconography
1st Wireframe
2nd Wireframe
UI design
The branding balanced a friendly, playful feel with professionalism. The recruitment page used a relaxed, informal tone to reflect the company culture, while social media ads followed the same approach—engaging, visually bold, and straight to the point.
This approach worked: within a few months, the website and ads brought in several dozen inquiries from interested tile layers. The simple, direct contact method—just calling for a quick chat—made the process smooth and personal.
In the first six months, Fliesenartig hired two experienced tile layers, growing from a two-person team (Kevin Werner and another employee, who later left). The personal, no-nonsense hiring process proved to be a major strength, making it easy to connect with skilled professionals.
Unfortunately, due to personal reasons, the project was discontinued, and the business was dissolved. Still, the brand’s impact showed how strong messaging and a user-friendly approach can transform hiring in a traditional industry. The focus on sustainability and team culture made Fliesenartig stand out—and proved that clear values and an authentic voice are key to building a strong employer brand.