How a Campaign Evolution is Creating “Endless Possibilities”

Posted by James Bean

Since 2016 we’ve been working with Crossville, one of America’s leading manufacturers of high-quality porcelain, glass and natural stone tile. Speaking primarily to interior designers and architects, the previous brand campaign focused on two major selling points: the aesthetic and functionality of its products. Because the industry’s been experiencing major change over the past few years, we knew it was time to take a step back, reevaluate, and take Crossville to the next level.

Let’s Get to Work

“With the commoditization of the tile industry and more competition than ever, particularly with the increase in imports, designers not only need products that will achieve their vision, but a partner that will help get them there,” says Patrick Sherry, Group Account Director at GS&F. “That’s what sparked the evolution of Crossville’s brand campaign.”

So, where to start? Where we always do, of course—the audience. The way we see it, the audience always comes first. We buckled down, dug deep into the marketplace, and uncovered some pretty unique truths.

Uncovering Unique Truths

Through the research, we found our audience strives for versatility and collaboration above all. Since the previous campaign focused on the products, we flipped the script to put the audience and their needs first with a new idea of “endless possibilities.” Because at the end of the day, it’s what inspires the audience that inspires Crossville.

Endless Possibilities

Crossville’s revamped brand campaign, launching this month, is all about empowering its audience. Positioning Crossville as a creative partner, it shows designers and architects how its unique, versatile products will help them fulfill their personal visions. By giving the audience the tools they need to solve their own problems, the design possibilities with Crossville are endless. And, in turn, so is the brand’s future. We can’t wait to see where it goes.