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Dixie Group

We furnished complete brand frameworks for a major carpet brand.



Identify three distinct market positions for a growing family of carpet brands.

The Dixie Group is one of America’s fastest growing floorcovering companies in the construction, replacement, and retail markets. Two of their brands are household names; the third quickly is becoming a retail and customer favorite. Despite that success, competition “on the floor” is fierce and duplicative—which makes it increasingly difficult for Dixie’s brands to stand apart from the rest.

Project Types


Revisiting a brand’s personality, promise, and positioning is challenging because of the time, money, and resources already invested. Our first step was to conduct a series of internal workshops, customer interviews, a marketing audit, and a competitive analysis to confirm what brand characteristics should be kept and where there were opportunities to evolve. Based on the findings, we focused on refreshing each brand’s personality, promise, and positioning. To communicate and activate each brand’s distinctiveness, we produced more tailored brand stories, clearer messaging, visual mood boards, and relevant customer personas. Over time, these were incorporated into sales presentations, educational tools, and trade show materials


Distinct frameworks. Clearer messaging.

Though a family of brands, each of Dixie Group’s carpet brands have a distinct look, sound, and feel within the company, its retail network, and its end customers. Unlike a typical “good, better, best” brand structure, Dixie Group’s three brands are all at the top of their categories.

Photos: FreePik.com