California cool meets east coast sophistication

Case Study

When Shaw Contract looked to reinvent their west coast carpet brand, Point b blended classic, popular California designs with east coast sophistication to celebrate the modern way we live.

Industry:
Manufacturing

Client:
DesignWeave

Service:
Brand, Advertising,
Packaging, Environments

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Advertising

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Design

CHALLENGE

Once a leading commercial brand of Shaw Industries, Designweave had lost its way. Slow-to-market, inconsistent “me-too” product introductions and an outdated brand were taking a toll. Sales were rapidly declining and key sales executives were leaving for more prosperous brands.

REALIZATION

Point b research revealed architects and designers were struggling to find well-designed products at affordable pricing.

SOLUTION

Designweave would capture the eclectically hip spirit of Southern California.

EXCEEDINGLY  EFFECTIVE

Starting with a contemporary new logo and a fresh color palette of white, electric orange and red, Point b created a stand-out brand brought to life by hip photography, brochures, sales materials and more that captured the vibrancy and progressive nature of Southern California style.

Additionally, Point b provided collection naming, identities, microsites, collateral, advertising, POS materials, sales presentations and inspirational videos for digital, sales meetings and events.

RESULTS

200%

Sales increase

4 Year

Decline was
reversed

AMA Award

Winner for
advertising effectiveness