Blueridge Carpet Rebrand + Showroom Design

Blue Ridge Commercial Carpet engaged Grant Design Collaborative to comprehensively redefine its 30-year-old, relatively obscure brand. The goal was to reposition the company as a major supplier of well-designed floor coverings for commercial interior designers and architects. Our challenge: create a distinctive brand with strong designer appeal while emphasizing product value, availability, and cultural integrity.

We believed the brand needed to be built from the inside out to create true ownership and accountability. Historically focused on institutional and education markets, employees had limited exposure to design and its cultural impact. To shift mindset, we transformed the factory’s preexisting vending area into a multipurpose space for celebrating design, corporate camaraderie, and business growth. The low-budget renovation caught the attention of Interior Design magazine in an article titled “Habitat for Humanity,” serving as the design community’s introduction to the renewed Blue Ridge brand.

The company’s Appalachian heritage became a central narrative thread, reinforcing authenticity and cultural roots. The comprehensive corporate design program showcased our cross-disciplinary approach, including a new identity, brand strategy and messaging, collateral, promotional items, website, and the interior design of Blue Ridge’s Chicago showroom — which earned the International Interior Design Association’s (IIDA) Creative Excellence Award.