Work / Dal-Tile

Finding solid
ground.

Challenge

As the manufacturer of four leading tile brands, Dal-Tile needed to carve out a distinct identity for each, both within the company and in reaching target audiences. Defining their American Olean brand represents a prime example in this effort.

To revitalize this brand with its 100-year legacy, our team created a new modern look that positioned AO as not only “Proven in Tile” but also relevant, original and hardworking.

Brand Identity

We updated the AO identity to create a more modern feel that strongly positions the brand to contemporary audiences. To ensure consistent execution of this new identity across all mediums, we helped prepare a comprehensive brand standards guide.

Print Advertising

To introduce the new branding, our team created a striking circle motif that clearly separates AO from its competition, as well as from other Dal-Tile brands. Highly recognizable ads highlight AO’s design and durability while positioning the brand as the ideal solution for stylish, high-traffic commercial settings like shopping malls, hotel lobbies and corporate offices.

Collateral

We updated the AO identity to create a more modern feel that strongly positions the brand to contemporary audiences. To ensure consistent execution of this new identity across all mediums, we helped prepare a comprehensive brand standards guide.

Digital Design

Our digital team translated the look and feel of the new AO branding into desktop and mobile applications. With intuitive navigation and a sleek design, the digital tools allow trade professionals to quickly find what they’re looking for.

Results

From the Dal-Tile sales force to distributor partners and the trade press, the new face of AO has been enthusiastically received both internally and externally by crucial audiences, from the Dal-Tile sales force to distributor partners and the trade press.

Our Work

At the end of the day, it’s about doing great work that gets results.

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