Mohawk Home, the rug division of Mohawk Industries and the largest manufacturer of area rugs, indoor and outdoor mats and washable rugs in the U.S., looked to  Trevelino/Keller to help build brand recognition apart from its partner retailers, while showcasing the brand’s personality and products. Our solution: Mohawk Homescapes (, a branded lifestyle blog that sources the expertise of Mohawk Home designers as well as that of select guest bloggers to cover home design, kitchen and bath style, functionality, outdoor living/entertaining, seasonal trends and similar themes related to Mohawk Home’s product offerings. T/K conceptualized the blog’s name, look, feel and structure as well as identified and recruited guest design, lifestyle and DIY bloggers as well as mom bloggers who could bring a fresh perspective and know-how to the new weblog. T/K managing the blog’s creation and launch from top to bottom. Today, T/K coordinates and guides the creative efforts of seven guest bloggers and three Mohawk Home employees, as well as provides content, to produce a vibrant lifestyle blog that posts two to three times per week, garnering a quarter of a million views.