- Creative concepts workshop
- Consumer insights: interview schedule
- Brand positioning framework
- Define brand core and experiences for Wednesday
- Employer brand slides
EGE CARPETS
WINNING THE HEARTS AND MINDS OF ARCHITECTS AND DESIGNERS
Context
Ege Carpets is one of Europe’s largest manufacturers of textile flooring. With bold ambitions to lead in both design and sustainability, they needed a brand that could inspire and resonate with a highly discerning global audience of architects and designers.
My Contribution
I led the global research program, speaking directly with architects and designers across markets to uncover how they perceive flooring, design leadership, and sustainability. I translated these insights into clear narratives for senior stakeholders and facilitated workshops that aligned the leadership team. From there, I worked closely with the creative team to shape strategic directions and brand concepts rooted in real audience needs, turning bold aspirations into actionable, inspiring possibilities.
Why it Mattered
The work reframed how Ege saw themselves by showing the brand through the eyes of their most important audience. It gave the organization clarity on what truly differentiates them and the courage to build a brand that speaks to architects and designers with authority, creativity, and relevance on a global stage.
Ege Carpets is one of Europe’s largest manufacturers of textile flooring. With bold ambitions to lead in both design and sustainability, they needed a brand that could inspire and resonate with a highly discerning global audience of architects and designers.
My Contribution
I led the global research program, speaking directly with architects and designers across markets to uncover how they perceive flooring, design leadership, and sustainability. I translated these insights into clear narratives for senior stakeholders and facilitated workshops that aligned the leadership team. From there, I worked closely with the creative team to shape strategic directions and brand concepts rooted in real audience needs, turning bold aspirations into actionable, inspiring possibilities.
Why it Mattered
The work reframed how Ege saw themselves by showing the brand through the eyes of their most important audience. It gave the organization clarity on what truly differentiates them and the courage to build a brand that speaks to architects and designers with authority, creativity, and relevance on a global stage.