When Tamarian’s new owner was looking to uplift the rug wholesaler's brand, he wanted to engage the team. We led a collaborative process to create a brand and website grounded in authenticity. The new website and materials highlight the company’s values, support their sales, and feel true to everyone involved.
Branding, Messaging and Website
The Situation
Tamarian is a rug wholesaler creating high-quality and ethically-made rugs. Ryan Higgins had recently become the new owner of the company. He had a vision for the company and wanted the brand to reflect it. It was important to him to bring the team along on the journey, so the organization could evolve together as a whole.
We were excited to partner with an ethical, Fair Trade certified company. We also looked forward to collaborating with a leadership team that cared for all their stakeholders—from employees to international vendors to clients. Their heart and integrity came through every time we spoke.
The Challenge
As the company embarked on a new journey, they wanted to ensure their team would be on board. All staff members needed to have a clear understanding of the company's vision and brand. It was essential that the new brand didn’t feel imposed.
As wholesalers, Tamarian speaks to multiple audiences: retailers who carry their rugs, interior designers who recommend and commission them, and homeowners who ultimately bring the rugs into their homes. The brand needed to resonate with all three.
Honesty and integrity were critical. While the rugs themselves were striking, the company didn’t want a glossy or overly polished look that felt disconnected from their values. They wanted the real Tamarian to shine through—from their in-house staff to their producers in Asia.
The Approach
We started with an all-staff branding workshop. Every voice mattered, and the ideas shared helped shape a richer, more authentic brand.
We created a messaging and brand guide that served as a foundation for everything—from sales conversations to marketing content. We focused on their audience’s experience, from the retailer’s showroom to the end buyer’s connection with the final product.
The brand guide became a roadmap for content creation, helping them tell the story of their rugs—from the raw materials and weaving process to the artistry of the finished pieces.
We also built them a new website that their retail clients could proudly share with their buyers. It supported the sales process while elevating Tamarian’s presence to attract and inspire end buyers.
The Impact
One big success was team integration. The brand felt like theirs—especially for the sales team, who quickly saw it as a useful tool. That alignment was valuable for the company at all levels.
Retail clients also appreciated having stronger tools to support their sales, and Tamarian’s internal team now regularly uses the brand guide to shape their newsletters and marketing efforts.