A rug brand built for interior designers.
As fractional CMO for Weaver & Loom, I led the brand positioning and the go-to-market strategy for a custom rug maker that sells to interior designers.
- Industry
- Custom luxury rugs
- Role
- Fractional CMO
- What I did
- Positioning, brand, go-to-market
The challenge
Weaver & Loom is a Toronto-based maker of custom luxury rugs, handwoven by artisans in Nepal. It has its own colour matching technology and a collaborative design process.
The business had momentum, but the story hadn't kept up. Sales conversations took longer, prospects needed more explanation, and the team described the company in different ways.
What I did
As fractional CMO, I led the brand positioning and the go-to-market strategy.
- Positioning built around "The floor is yours," giving designers and clients creative control over a rug made for their space
- Four audiences: interior designers, design enthusiasts, artists and "classics," people who want a one-of-a-kind rug with an understated design
- Brand values and tone of voice: expert, luxury, creative and approachable, never snobby
- Messaging pillars: bespoke, quality and streamlined
- Direction of the new identity: logo, a colour palette inspired by Nepal and a brand pattern
- Channel plan: LinkedIn to reach interior designers and Pinterest for design enthusiasts
- Outreach around design shows in New York and Miami
What changed
Weaver & Loom ended up with one clear positioning and a go-to-market story the sales team could use, and a brand built to reach interior designers.
"Mark played a pivotal role as the fractional CMO for Weaver & Loom, helping to develop our brand positioning and lead our go-to-market strategy and execution. Mark helped to build a marketing engine that attracted and engaged the right prospects."
Ali GhassemiFounder and CEO, Weaver & LoomTell me what's going on with your marketing.
You'll leave the call with an honest read on what to fix first, whether or not we work together.