CUMBERLAND COUNTY – Crossville Tile & Stone, a distribution division of Crossville Inc., has changed its name to Crossville Studios – unveiling a new brand identity that reflects growth and transformation, while celebrating its history and heritage, officials said last week.
David Koenig, vice president and general manager of Crossville Studios, said the rebranding 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 in the industry, while the term “Studios” reflects a heightened emphasis on the design experience.
Tim Curran, co-president of the Curran Group, the holding company that owns Crossville Studios, said the rebranding is just one of many enhancements on the docket for the growing business.
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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 – has launched with a number of 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.