A rebrand to complement the growing business.
Cunningham Flooring Direct is a local, woman owned and operated flooring distribution company that has been operating in Flagstaff for over 27 years. With a stellar reputation under the previous name of Carpets of Dalton, CFD came to us looking for a full rebrand.
Strengthening the overall brand of Cunningham Flooring Direct
Should they and if they do, how do they change their name, all branding and separate from a nationwide franchise. Also, a large shift in services provided, removing the contractor side of the business and a focus on flooring.
After running a feasibility study and having long collaborative discussions with the owners, we went to work on name storming, design, new site build, and new campaigns that focused on the design experience in-store, creating thought leadership and branding behind the owner herself. Once we positioned her as the local authority on flooring and interior design, we were able to build content and campaigns focused on her expertise, building strong relationships between her and her clients.
Creating a strong brand identity that communicates the WHY
When it comes to changing an established company’s name, look, and online presence, we look at who the business is at its core, what the public perception of the brand is, and identify the ‘why’ behind the company.
We began the rebrand with a name change that involved what we refer to as a ‘namestorm’ process that runs through a plethora of possible new names. Once the name was established, we moved on to building their new logo and branding kit, then the website build, which then rolled into monthly services that included Website Development, SEO, Graphic Design, Photography, Videography, Social Media, Merchandise, and Email Marketing.
Over the past 3 years, we have helped to support the new branding efforts, establishing the new brand as the premier flooring distributor in northern Arizona, Flagstaff, and Sedona.
Web Design & Development
A complete website refresh allowed Cunningham Flooring Direct to strengthen their brand and stand out from their competitors.
Supporting the growth of a small business one month at a time.
Cunningham Flooring is now in our monthly engagement with a focus on monthly themes as part of an annual plan which includes photography, social ads, landing pages, videos, monthly coupons which added an automatic email capture with an automated response, and both organic and paid search engine optimization.
Each month we meet with the client to discuss what they are seeing as far as trends in the industry, gathering in-store feedback, and reevaluating the next month’s main focus, to include industry and interior design trends, manufacturers specials, seasonal changes, as well as market demands.