| The New Patcraft & Designweave
2009 REBRAND 100 Winners > distinction
Industry/Sector: Textiles, Office Furnishings and Accessories
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - In 2007, Patcraft and Designweave were struggling brands with overlapping core competencies under parent company Shaw Industries. By merging, The New Patcraft & Designweave became one of the top 5 carpet brands in the world.
Challenge - Patcraft and Designweave hired The Moderns to develop the go-to-market merge strategy of the two brands, thus creating a new brand. We were challenged to make this merged brand the owner of the mid-market category of commercial carpet and strategically position the brand to the A+D community. Our client also sought to have the most compelling environmental position in the industry, and grow sales by 12-14%, while retaining all employees.
Strategy - Our research confirmed that given the direction of the economy and tighter budgets, our target market was more concerned with directing their budgets toward what was going ON the carpet than to the carpet itself. In order to gain new market share, primarily with architects and designers, The Moderns envisioned The New Patcraft & Designweave as the destination for WOW design and WOW carpet at mid-market prices. The new brand’s primary innovation is placing their customers at the center of the brand, and makes the core brand experience about customer CHOICE. To support our go-to-market brand strategy, we developed a brand mark and tag line, brand architecture, creative art direction, environmental communications strategy, tradeshow booth design, traditional and guerilla marketing campaigns, and marketing collateral.
Result - Following their January 2008 launch, The New Patcraft & Designweave went on to have a strong presence at NeoCon 2008 and has reclaimed space on the library shelves of leading architects and designers across the country. The brand has seen increases in project specifications, a 9% increase in sales within the first year, and has developed a greater presence in the Architecture and Design community at large.
Credits:
Client: The New Patcraft & Designweave - www.thenewpatcraftdesignweave.com
Brand Strategists/Designers: The Moderns - www.themoderns.com
Creative Director: Janine James
Design Director: Kevin Szell
| |
