Wausau Tile, a 60-year-old American manufacturing leader, was trapped by its own legacy. “Wausau Tile” had become synonymous with dated style, and the company was trying to serve two incompatible audiences—price-conscious builders and style-focused architects—with a single compromised brand voice.

The solution: split the organization into two distinct brands tailored to each market. Wausau Made celebrated the company’s heritage and “Wisconsin-made” durability for commercial builders, while Tectura Designs appealed to the aesthetic standards of architects and designers.

The rebrand transformed a monolithic, dated brand into a modern dual system, bringing both identities to life across product catalogs, digital platforms, and physical environments—reclaiming the brand’s authority in both sectors and providing clear pathways for two distinct buyer journeys.