“A refined identity built for a distinctive personal brand.”
Services
Abby Adair Reinhard has led GP Flooring Solutions as President and CEO since 2015, growing the commercial flooring contractor more than tenfold and building it into one of the strongest in the country, with offices across New York State. The recognition has followed: Business Person of the Year from the Rochester Chamber, YPO's Rising Star Award in the Women in the Built World Awards, Emerging Leader and Woman of Excellence from Floor Focus, RBJ 40 Under 40, and a place on the list of New York State's top companies to work for. She's a CEO at the height of her run.
She is also a writer, a dancer, a singer. She practices qi gong, studies quantum physics, and has built a serious relationship with the work of embodiment. That life has run alongside the company the entire time. What it didn't have was a place of its own to live.
That's what we built. Inspired by the idea that coherence generates capacity, the brand was designed for women who are carrying a great deal at once, moving through the stretch where identity, creativity, energy, and responsibility all start pulling in different directions. Her practice is about gathering those pieces back into one place, and the platform gives that practice its own address.
The identity carries the same steadiness. Deep navy anchors the palette and does the work of authority, opened up with a mid blue and a soft blue-gray for range, then warmed by blush and a coral accent so nothing reads cold or clinical. A high-contrast serif carries the headlines with real editorial weight, a clean sans keeps everything legible at any size, and a bit of script shows up just often enough to sound like a person. The mark is a single unbroken line that loops, crosses itself, and settles into one shape. One line, one gesture, one whole.
The result is a brand that feels calm and sure of itself, polished enough to impress and sturdy enough to actually use. It holds up on a business card, on a phone screen, and at full size in print. It gives her a home for the creative and embodiment work, built to grow with her for years.
Selected Work
