Resyn
“A 40-year heritage in seamless surfacing.”
National Flooring had built a strong reputation over 40 years as a specialist in high-performance resin flooring, operating across a wide range of UK sectors. Known for technical expertise, reliability and attention to detail, the company had become a trusted partner in flooring installation.
Now, as the business has grown, so has its service offer. With new capabilities in car park surfacing, roofing and line marking, the name “National Flooring” no longer reflected the full scope or ambition of the business. A rebrand was on the table – and the team turned to Speed to help guide and shape the journey.
The client’s core challenge was clear: how do you evolve a well-established brand without losing the trust it has built, while also creating space for future growth? National Flooring wanted to explore a new brand that would support its expansion into new areas and appeal to broader set of customers, without confusing its existing client base.
This wasn’t just a cosmetic change. It was a strategic step in repositioning the business for long-term success. The client needed a name, visual identity and narrative that would support diversification, while remaining grounded in its technical heritage.
The rebrand to ‘Resyn’ has successfully repositioned the business for the future. With a name and identity that reflect both current strengths and emerging opportunities, Resyn is now equipped to enter new markets while retaining the trust of existing clients.
The new brand has been positively received by both internal and external audiences, marking the business as a modern, adaptable player in a traditionally conservative sector.
We started by hosting a collaborative brand workshop with the client’s commercial team. This was a pivotal moment to explore their ambitions, challenges, and growth opportunities. Together, we looked at all the full implications of a potential rebrand, from how customers might perceive it, to competitive positioning, commercial risk, and long-term brand equity.
This process wasn’t about changing the name for the sake of it. It was about identifying the right brand architecture to support future growth without restriction. We reviewed current revenue streams, assessed target sectors, and considered new opportunities, ensuring the brand could evolve alongside the business.
Once the decision was made to move forward with a new name, we led a second workshop focused on brand direction. The name ‘Resyn’ quickly stood out. In a traditional, construction-led marketplace, Resyn struck the right balance. It respected the company’s roots in resin-based products, while also feeling fresh, adaptable, and memorable.
With the name established, we developed a clear and compelling brand proposition. We created a key message matrix to shape communication across different markets and product areas. The visual identity followed, including a clean, functional logo that reflected the company’s technical precision and practical expertise.
In the final phase, we supported a full brand rollout. This included brochures, merchandise, signage, social media content, and web assets. Every touchpoint was crafted to deliver a seamless and confident transition from National Flooring to Resyn.
Our approach combined strategic brand thinking with practical delivery. From the outset, we treated naming not as a creative exercise alone, but as a business-critical decision. Through structured workshops and rigorous evaluation, we helped the client land on a name that could unlock future growth without losing sight of their heritage.
We also introduced a message framework designed to scale, allowing Resyn to speak consistently across product lines, markets, and internal teams. It was backed by a visual identity system that felt modern and technical, while staying true to the core audience in the construction space.
What set this project apart was the completeness of the rollout. By shaping every stage of the transition, from internal buy-in to public launch, we helped Resyn enter the market with confidence and clarity — not only as a rebrand, but as a big step forward.
