Wausau Tile started making tile and terrazzo in central Wisconsin more than 60 years ago and has since grown into the largest manufacturer of site furnishings, pavers, precast concrete and terrazzo in the country. The family-owned company’s success in its early days had become a double-edged sword as the words “Wausau Tile” became synonymous with an immediately recognizable but dated style. Further complicating matters were the two wildly different audiences: price-conscious builders on one end and style-focused architects and designers at the other. Two audiences with few priorities in common.

We named and designed two distinct companies for Wausau Tile’s two distinct audiences: Wausau Made and Tectura Designs. We helped bring the brands to life through all customer touch points.