We communicated the brand’s identity with a central piece: a monogram-style DXV logo rendered in custom-crafted Roman numerals. We centered the DXV name on an oversized double-X motif that visually celebrates the intersections where past meets present, craft welds with engineering, and beauty aligns with performance.

We rounded out the brand’s visual language with color, typography, imagery and graphic-design palettes that reflect DXV’s identity and premium positioning. These elements are codified in a style guide designed to inform and inspire all DXV content creation from product development to sales, public relations, website design and beyond.

And to announce the launch of DXV’s appointment-only New York showroom, we created a marketing piece that generated buyer interest and intrigue. Invitations were sent with a DXV House of Cards reflecting the brand’s design ethos and honoring the rock stars of Modern design, Charles and Ray Eames. We paid tribute to the Eames’ playful House of Cards series by designing a deck that featured an array of compelling images on one side of the cards and beautifully shot DXV products on the other. Recipients were encouraged to bring their imagination to life and build an actual house out of the slotted cards.

The launch of the premier DXV brand gave American Standard great returns. The event invitation not only drew the largest crowd in American Standard’s launch history, but also prompted requests for product information—an achievement not typically associated with an invite.

The design work and the products it inspired resulted in an exclusive partnership with Ferguson, one of North America’s largest and most prestigious kitchen and bath design showrooms and a first for American Standard.

And lastly, with the DXV brand rounding out its portfolio, American Standard was more attractive to corporate buyers. The company was purchased for $542 million by Lixil, a $15.5-billion Japanese building-products company that employs more than 75,000 people worldwide.