poWer
Shaw Industries, 2024-2025
Branding, Experiential Design
poWer was developed as a space for women nationwide in the flooring industry to connect! The Shaw corporate team chose me to help the flooring store owners and CEOs develop a brand identity capturing the prominence of women in the flooring industry. Additionally, I created a booth, working with outside vendors and coworkers to bring the completed vision to life at the Rosenshingle Creek Convention Center.
Everything was curated and handpicked carefully to match the new branding. The visual identity and booth debuted at the Shaw Flooring Network Convention 2025 to an audience of 600+ people.
The poWer of the Network
Immediately following the convention, the group garnered 500+ supporters and members. The group independently started their own newsletter, communication system, and even a podcast utilizing the brand identity I provided for them.
Proposed Logomarks
PROCESS WORK
Behind every logomark is rounds of revisions. This one was no exception – it was very important for all of us to capture the importance of women in this identity.
One direction we attempted was the peacock/its feathers. The peacock symbolizes the creation of peacock down bedding that soon expanded into the creation of carpet textiles thanks to Catherine E. Whitener of Dalton, Georgia.
