Mohawk · The Revwood Launch
doug approved.
Naming, branding, and launching a category-redefining LVP flooring line while reviving an entire industry segment in the process.
Mohawk came to Maycreate with a new LVP flooring technology and no name, no brand, and no go-to-market plan. Maycreate built all of it, culminating in the product’s debut at Surfaces, the flooring industry’s largest trade show.
Mohawk’s new flooring looked and performed like real wood, with a click-lock system that kept water out. But LVP as a category was stagnant, and “linoleum” carried decades of cheap, low-end associations. Mohawk needed a name and brand that could separate this product from that reputation entirely.
Through discovery, one word kept surfacing in how Mohawk’s own team described the technology: revolutionary. That led us to the name “Revwood.” We developed a brand built from the client’s own language, giving Mohawk real technical credibility instead of category baggage.
We built the full Revwood brand system, then created a pug mascot with a mohawk — an ownable mascot differentiating Mohawk from the standard golden retrievers common to flooring branding. That mascot led to a partnership with early-stage influencer Doug the Pug (3.4M followers).
At Surfaces, we designed a booth anchored by a walk-under waterfall built entirely from the flooring, proving its waterproof claim in a way no spec sheet could.
Logo
Advertising
Video
Promotional
Strategy
Copywriting
Manufacturing
Retail
Revwood became Mohawk’s most successful LVP launch in five years, and the industry took notice — most major competitors relaunched their own LVP lines in response.
distinct audiences, one campaign spine
Facebook likes behind the spokesdog
Instagram followers at launch
disciplines delivered, logo to trade show
“I am proud to say that the launch of Revwood has been our most successful launch in the past five years. Sales of laminate have increased almost 40% the past year, and we do not expect it to slow down. It has revived a stagnant product category.”