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Dixie Group

We furnished complete brand frameworks for a major carpet brand.



Our client needed to clearly define their three carpet brands for internal and external audiences.

Dixie Group wanted to know if there was a better way
 to differentiate their three sub-brands — Fabrica, Masland and Dixie Home — against the offerings of their most significant competitors. By launching a research program consisting of internal/external interviews, Anderson Group gained valuable insight into the sentiments of Dixie’s different audiences and marketing opportunities.

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We delivered brand messaging recommendations that spanned all three brands and all Dixie Group’s audiences. Moving forward, Dixie Group now has targeted, tailored brand stories, messaging and mood boards to inform and execute future internal and external communications.


Distinct frameworks. Clearer messaging.

The brand frameworks for Dixie Group's three carpet brands gave them the springboard they needed for creating clear communications that fit within each brand story.