Building a stronger brand for a growing tile + flooring company
The Challenge
Mach + Rico had grown well beyond the brand identity it started with.
The existing logo was difficult to reproduce consistently and lacked the visibility the company needed as it expanded. Its four-color construction limited production options, while the small horizontal wordmark became difficult to read across many applications.
Starr Creative was brought in to create a stronger, more versatile identity and build a cohesive brand system that could extend across sales materials, vehicles and digital communications.
Brand Identity + Logo Design
The new identity was designed to be seen—and built to work.
We replaced the original four-color mark with a simpler, more flexible identity that could reproduce effectively in full color, grayscale or spot colors across a much wider range of applications.
The new mark also dramatically improved visibility. By integrating the symbol and name into a more compact configuration, Mach + Rico could appear substantially larger and more legibly within the same available space—an important advantage everywhere from business cards and sales materials to fleet graphics and signage.
A secondary version without the Tile + Flooring descriptor provided additional flexibility for applications where space or context made the descriptor unnecessary.
Marketing Collateral + Sales Materials
The new identity became the foundation for a more consistent sales presence.
We applied the redesigned brand across Mach + Rico’s core business materials, including letterhead, business cards and a new series of sales sheets. The goal was consistency across everyday communications while giving the sales team stronger tools for presenting the company’s products, services and capabilities.
The new system established a clear visual language that could expand with the company while keeping every customer-facing communication recognizably Mach + Rico.
Fleet Graphics + Vehicle Branding
The new identity took the brand beyond the office and onto the road.
Mach + Rico’s fleet provided an opportunity to turn everyday vehicles into highly visible brand assets. We developed a vehicle graphics system that gave the new identity greater presence while clearly communicating the company’s tile and flooring expertise.
Designed to work across a diverse fleet of vehicles, the system maintained a consistent visual presence without forcing every vehicle into an identical layout. Bold, recognizable graphics improved visibility on the road and helped reinforce the Mach + Rico brand at job sites throughout the region.
Website Design + Digital Marketing
The new website repositions Mach + Rico for the company it has become.
Mach + Rico had evolved from a flooring contractor into a full-service tile and flooring partner serving custom homebuilders, designers and homeowners throughout the D.C. Metro area. The new website was conceived to communicate that broader capability—and position the company around the quality, scale and reliability of its work.
We restructured the site from the ground up, developing new positioning, messaging and content around Mach + Rico’s products, services and project experience. The new architecture makes it easier for customers to understand the company’s capabilities while emphasizing key differentiators, including in-house installation teams, project management, curated materials and the Select+ estimating, scheduling and tracking system.
The result is a more sophisticated digital presence built around a simple proposition: one trusted partner across surfaces, from selection through installation.
Signage + Brand Applications
The brand was designed to work wherever Mach + Rico shows up.
We extended the new identity across job-site and office signage, apparel, promotional items and other everyday brand applications. Each piece was designed to maintain a consistent, recognizable presence while adapting to different formats, materials and production requirements.
From job sites and company offices to employee apparel and promotional items, the system gave Mach + Rico a more cohesive and professional presence across the many places customers encounter the brand.
