Brand Refresh
From 'What Is It?' to 'We Get It.'

MOHAWK GROUP'S M1-X DIVISION

Great service means nothing if no one can explain it. M1 X offered seamless flooring project management—but internally, it was misunderstood, and externally, it wasn’t resonating. We renamed, rebranded, and re-messaged the department from the ground up, crafting clear, confident positioning that’s now helping teams sell smarter and deliver stronger.

From 'What Is It?' to 'We Get It.'

MOHAWK GROUP'S M1-X DIVISION

Great service means nothing if no one can explain it. M1-X offered seamless flooring project management—but internally, it was misunderstood, and externally, it wasn’t resonating. We renamed, rebranded, and re-messaged the department from the ground up, crafting clear, confident positioning that’s now helping teams sell smarter and deliver stronger.

THINGS WERE

OFF-BRAND

Known internally as MohawkOne, the department’s purpose wasn’t clear—even to the people working around it. Sales reps weren’t sure how to position it. Clients didn’t understand what they were getting. Without consistent branding or a focused message, M1-X risked being overlooked or misunderstood.

CANDID GOT THINGS

ON TRACK

We developed a new name, M1-X, to spotlight what the team truly delivers: a seamless flooring experience. Then we built messaging that hit both sides of the equation. For internal teams, we clarified what M1-X is (and what it isn’t). For clients, we highlighted how it simplifies complex commercial projects and brings value at every step—from materials to maintenance.

NOW THEY'RE

OUT FRONT

With a bold new brand and crystal-clear messaging, M1 X is easier to sell, easier to support, and easier to understand. Internally, teams know how it fits. Externally, clients know exactly what they’re getting—and why it makes their jobs easier.

Candid took the time to truly understand our complex structure and services, then delivered a full brand package—messaging, logo, and collateral—that clearly and confidently communicates our value.

Andy Ostman, Director | Mohawk Industries
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BIG NEWS

WE'VE REBRANDED

Riss Marketing has rebranded to Candid Communications.

Why Candid? Because honesty, clarity, and real results are at the heart of everything we do.

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