The Beaulieu traveling exhibit was designed to introduce the commercial carpet manufacturer to architects and designers at various industry trade shows. Although the company is the largest privately owned carpet manufacturer in the world, they were relatively unknown to the critical customer base. As part of an overall identity launch, the exhibit was designed to communicate the company’s capabilities and showcase their products in a museum-quality atmosphere. One of the primary goals in identity development for Beaulieu involved teaching the audience how to pronounce the corporate name. Accordingly, the design prominently featured a phonetic pronunciation for Beaulieu. The same graphic was applied to the basic brown paper shipping envelopes, which were converted to shopping bags to promote the exhibit at various locations.