Crossville's Distribution Division Launches New Name & Branding
Crossville, TN, February 16, 2017—Crossville Tile & Stone, the distribution division of Crossville Inc., announced that it has changed its name to Crossville Studios and is unveiling a refreshed brand identity that reflects its growth and transformation, while celebrating the history and heritage of the Crossville legacy.
According to David Koenig, vice president and general manager of Crossville Studios, the rebranding project is the result of many months of strategic planning, precipitated by recent acquisitions that significantly increased the company’s market reach.
The division’s new name retains the Crossville nomenclature because of the equity it holds within the industry, while the term “Studios” was chosen to reflect a heightened emphasis on the design experience.
Tim Curran, co-president of the Curran Group, the holding company that owns Crossville Studios, states that the rebranding is just one of many enhancements on the docket for this growing business.
Curran and David Koenig, vice president and general manager of Crossville Studios, agree that Crossville Studios is positioned for strategic growth in both the short and long term.
Immediate steps to launching the new identity include the introduction of a more contemporary logo, a refreshed color palette, and a new tagline: “Spectacular Surfaces". Social Media links will change to reflect the name, and the new website—crossvillestudios.com—launches today with a number of site improvements to better meet the needs of customers.
Email addresses for Crossville Studios are also changing. Associates may now be reached at “[first name initial last name]@crossvillestudios.com”.
The changes are effective immediately and will be implemented across all aspects of the company’s marketing initiatives throughout 2017.