“Ciao” from Italy.

From naming to logo to introduction, we brand an Italian tile manufacturer for the U.S. market.

Gresmalt, a large Italian tile manufacturer, was launching a new tile company for the US. They didn’t want to launch under the Gresmalt name, but desired a name that felt Italian. They also needed it quickly, as they were launching at the Coverings Trade Show in Orlando only a couple of months away. With this compressed schedule, the James Ross Advertising team got to work. We literally developed hundreds of names in a short time, looking for available urls and any similar names in the category. Thankfully the client was right there with us and decided on one name, Modomo. It had the Italian feel they wanted and suggested the English word, “modern”. It also had a fashion forward feel, which the tile styles certainly were.
We then had to quickly design a logo and develop a couple of trade ads to quickly place in pubs before the fast approaching Coverings show. We followed those up with emails specifically geared towards show attendees enticing them to visit the booth. The brand was met with great enthusiasm at the show and is perfectly positioned for growth.


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