Completion Date: 2008

Awards:
AMA Brandsmart Awards, 2010
American Marketing Association, Chicago Chapter

Selected Logo, 2010
Trademarks USA

Merit Award, Broadloom Category, 2009
Antron Design Innovation Awards

When The Dixie Group planned to develop and launch a new, "virtual" carpet manufacturing business, it reached out to the Perkins+Will Branded Environments team. To craft a brand strategy for this online carpet toolkit, we surveyed potential customers in the client's target audience--young designers involved in the selection of carpet with fewer than five years of experience in the A+D industry. From this research, we provided comprehensive brand creation services, including naming, logo, identity, website, sales and marketing tools, electronic communications, product design, product packaging, advertising, webisodes, and more.

Commitment to sustainability across all aspects of operations, product development, and A+D community engagement guided this new business model. The initial product line included well-crafted, eco-friendly broadloom, modular, and custom designs. Key to our strategic plan was creating a Customer Care team to provide real-time assistance to designers, contractors and end users. Further, we developed a variety of website features to allow designers to access online project information anytime and anywhere, according to their project needs. whitespace.bz arose as an entirely new business model for the contract floorcovering industry--a fresh, inspiring and inviting space that meets the demands of a fast-paced industry, provides real-time assistance and expresses the company's sustainable approach.