Uncovering the essence of the brand and discovering a compelling product story.
Interstyle was the first manufacturer to produce decorative glass tile. But after 30 years they were losing market share to inexpensive imports.
Every tile that Interstyle produces is made-to-order. Unfortunately, not all of their customers knew it. They were missing out on a key product differentiator.
After a comprehensive study of the manufacturing capabilities of the Glass Tints product line, I designed a step-by-step system for specifying custom tile orders. The new system was introduced at the industry trade show Coverings, and then rolled out in the updated packaging and website.