With a focus on differentiating itself in the vinyl flooring industry, Brooklyn, N.Y.-based Parterre Flooring Systems has launched a new corporate identity and marketing strategy formulated to increase the company's visibility, build a sophisticated and personable image, and support its efforts to introduce a more varied product line.

Late last year, Parterre, in partnership with The Branding Firm marketing agency, developed a new logo, architect folder, stationery suite and collateral materials in and effort to remarket its image in the commercial hard-surface flooring market.

"The new Parterre identity package is just one step in the company's re-branding process," said Parterre President T. Fred Roche. "Launching an aggressive brand strategy and full-circle marketing plan will enable us to differentiate ourselves in an industry that is full of equals."

Concurrently, the company has shuffled its executive team. Parterre founder Wally Ruttgeizer, who is shifting his focus to researching new product technology and acquisitions on a worldwide scope, has handed over the reins of company president to Roche and assumed the position of CEO.

Since March of 2000, Roche had served as Parterre's executive vice president of sales and marketing. Prior to joining the company, Roche for five years was vice president of Crossley Carpet Mills' U.S. Division, and served as division vice president of Karastan/Bigelow Commercial for 13 years. In addition, Parterre has named Jeffrey Tolle to serve as vice president of sales for the eastern United States, and tapped Mark Walcoff as vice president of sales, western United States.

Tolle brings more than 20 years of flooring industry experience to his new position, with emphasis in the areas of healthcare and retail store planning. Prior to joining Parterre, he was the mid-west regional manager for Toli Corp. An industry veteran of more than 20 years, Walcoff previously held sales management positions with Lonseal and Amtico. Both Tolle and Walcoff will play key roles in marketing Parterre products as the brand continues to evolve.