In 1994, Interface set out to prove that industry—a carpet tile company, no less—could have a positive impact on the planet. The company’s founder, Ray Anderson, had a radical vision for the future that transformed Interface from a carpet company into a thought leader for sustainability.

This year, Interface needed to communicate how far they’d come, and share the impact they were committing to next. (And in the meantime, they needed to showcase this year’s carpet tile designs.)

To do this, we re-imagined the international symbol for aid. We took negative images of pollution and despair, and then laid the Interface carpet tile plank over them. This took a negative image— in the shape of the negative sign—and turned it into a positive image—in the shape of the plus sign.