AF Five Scorecard™ - Palet.
- Michael Bustin
- Sep 7
- 4 min read
Updated: Oct 24
Unleash the Audit
We put Palet. through the Material AF™ Brand Experience Audit™ and dropped the results on the AF Five Scorecard™.
This one came in with sparks of brilliance - beautiful samples, smart protective packaging, and some clever details - but also left brand storytelling, collateral, and sustainability on the table.
Let’s break it down.
The AF Five Scale™
The new standard for material + brand experiences. It’s not about budget. It’s about impact. From flatline to unforgettable, here’s how the scale stacks up:
MIA → Missing in Action. Category left blank. No brand experience delivered.
AF1 → Needs Major Attention. Flatline kit. Huge opportunity for impact.
AF2 → Emerging Potential. Spark’s there, but buried under beige.
AF3 → Solid Foundation. Reliable + functional, not unforgettable.
AF4 → High Impact. Polished, memorable, strong presence.
AF5 → AF Elite. Unforgettable. Shared. Talked about long after.
The Chase 🚚
How fast, smooth, and spec-friendly is the ordering journey from interest or click to samples in hand?
Findings:
✅ Order placed directly with company exec. via email exchange. Pretty effortless.
✅ Palet. was receptive, excited & quick to ship package (from the Netherlands.)
Final AF Score: AF4
Personal, fast, frictionless.
Arrival Vibes 📦
Does the box bring pride + energy the second it hits the doorstep?
Findings:
✅ Heavy-duty shipper box with bright yellow “breakables inside” tape.
✅ Box arrived in great shape especially since mailed from the Netherlands.
❌ No branded labeling or call to action (CTA) on the outside of the box - missed chance to show off the brand before the unbox.
Final AF Score: AF3
Solid protection, but invisible branding.
Unbox Effect 🎁
When the lid lifts, is it drama or just another box of stuff?
Findings:
✅ Contents packaged very well - secure & thoughtful internal corrugated support
structure was brilliant.
✅ Printed “Thank You” card with Palet. branding = nice personal brand touch.
❌ No swag, catalog, or extended brand storytelling provided.
Final AF Score: AF4
Thoughtful and safe, but not unforgettable.
Boxcraft 🧱
Is the structure, layout, and design of the box dialed in, durable, and brand-right, or just a container?
Findings:
✅ Box arrived in excellent shape (no dents, scratches or fingerprints.)
✅ Debossed royal blue printing on exterior looked premium.
✅ Copy included company logo + brief messaging.
✅ Box felt substantial, well constructed and nice weight.
❌ Interior (box lid + inside panels) lacked branding or messaging - story stopped
at the surface.
Final AF Score: AF4
Premium exterior, but missed storytelling inside.
Fit + Finish 🔍
Are the details dialed in — clean cuts, sharp labels, flawless samples, or do flaws ruin the moment?
Findings:
✅ First impression: stunning bright blue tile - excitement sparked immediately.
❌ Film of dust on entire top surface of first sample - letdown moment.
✅ Slip sheets between samples = thoughtful protection.
✅ Samples measured square and precise.
✅ Rear side embossed with Palet. brand name - excellent branding touch.
❌ Standard off-the-shelf labels, some placed crooked + lightly smudged.
✅ Remaining samples clean and dust-free.
✅ Fit in box was snug to the millimeter - prevented movement/breakage.
Final AF Score: AF4
Nearly elite, but dust + labels kept it from perfection.
Claim Check 📑
Does the kit deliver the proof — tech data, performance specs, warranties, certifications — or just claims without backup?
Findings:
❌ Collateral, technical data, warranties, certifications = not provided.
❌ No backup to support product performance.
Final AF Score: MIA
Green Truth 🌱
Does the kit back its sustainability talk (i.e. recycled content, certifications, transparency, etc.) with proof?
Findings:
❌ No sustainability story provided.
❌ No certifications, no recycled content info.
Final AF Score: MIA
Honorable Mentions 🏆
Not everything fits neatly into the AF categories. These details from Palet. stood out and deserve recognition:
🙌 Printed “Thank You” card - simple but personal.
👏 Embossed brand name on the back of tiles - lasting mark of pride.
🧠 Slip sheets between samples - smart protection.
💪 Snug fit of samples in the box - engineered tight, no rattle.
🖥️ Palet. website is fresh, modern and tight.
Overall AF Score: AF4
Findings:
Palet.’s kit landed at a solid foundation. The product itself is stunning, the sample box construction polished, and the details (embossed backs, slip sheets, snug fit) were impressive. But collateral, data, and sustainability were completely absent - and dust + sloppy labels pulled down what could have been an AF5 experience. Still an awesome submission and the Palet. marketing team should be proud.
Next Level Moves 🚀
This AF Score is just the start. Here’s how to level it up:
Quick Wins
Add custom branded packaging tape or labels to shipper box.
Clean all samples before kitting.
Tighten label application + upgrade to custom (smudge-free) branded labels.
Add branded collateral (catalog, postcard, origin story, product attributes, etc.)
Power Moves
Must be mentioned - retire the beige. Develop a fresh, modern sample box that matches the beauty + wow factor of the tiles.
Develop custom branded shipper box with Palet. identity, messaging & CTA.
Use inside of sample box for storytelling - messaging, print, or bold graphics.
Add branded swag or creative inserts for memorability.
Provide technical data + sustainability info for credibility.
Build sustainability into the package design + story
Palet. has the product. Now it needs to make some slight adjustments to make sure the overall experience matches the material.
Audit Over. Game On.
We dropped the AF Five Scorecard™. Palet. landed at AF4
Now it’s your turn to go from "meh" to Material AF™.
Want to know how your material experience stacks up?
👉 Send your Branded Experience Package (BXP). We'll unleash the audit.
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Material AF™ - Material Brand Audit Disclaimer
The Material AF™ - Material Brand Audit™ is my independent, unbiased review based on 25+ years of experience and 45+ criteria across design, presentation, storytelling, and material quality. Ratings reflect one moment in time and are intended to help brands elevate their material and brand experience. These results are my own opinions and shaped by what landed on my desk (e.g. the look, the feel, the story, the whole vibe.) I’m not paid or sponsored by any manufacturer. If you crush it, you get the glory. If you fall short, you get the insight to level up.
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