Launching a new carpet brand means earning space in a crowded market. We built a strong identity from the ground up and carried it through every touchpoint — website, sample packaging, trade show, social, and direct mail — giving a great product the presence it needed to stand out.
Etage — French for “level” — wasn’t just a clever name, it was the idea itself. Milliken Hospitality’s layering technology gave architects and designers the freedom to add and subtract design elements at will, creating a nearly unlimited range of custom carpet patterns. We built the brand around that potential.
Selling carpet fiber in a commoditized market means finding an edge where others don’t look. For Solutia Ultron, we found it at the top — securing endorsements from nationally acclaimed interior designers and giving a behind-the-scenes ingredient the kind of credibility that moves the whole industry.
Every carpet company claims stain resistance — but The Mohawk Group had something nobody else did: spills cleaned up with plain water. We named it, branded it, and rolled it out across their website, ads, direct mail, and a dedicated trade show booth — making sure EverSet got the spotlight it deserved.
Interior designers in hospitality don’t settle for off-the-shelf. When Milliken Hospitality developed a better way to specify carpet color, we launched it with a full identity, advertising, collateral, and social — giving their designer clients every reason to take notice.
Other products we’ve presented:
