Weaving a high-design brand in a low-interest category.

Antron makes carpet fiber: a premium product with a low profile. But after years of commoditization and shifting flooring trends, sales and internal engagement flatlined. Our challenge was to help architects, designers and employees understand the value—and, just as importantly, make them care again.

Throughout the creative process, the Antron team referenced aspirational brands like Herman Miller and Knoll. These examples are iconic and, frankly, intimidating. How do we to turn a carpet fiber manufacturer into a timeless design icon?

DELIVERABLES

Mission, vision, values
Look, feel, voice
Logo
Photography library
Guidelines
Website
NeoCon
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To communicate the brand visually, we designed a new logo (the Antron ‘a’) as a dynamic, friendly strand of carpet fiber. This “Uncommon Thread” wove together the new brand and separated Antron from the competition.

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Once the brand was set, our strategy was two-fold: educate interior designers and architects on why carpet fiber matters; and as the top-performing product in the space, position Antron as the best option.

This was captured in mission and rally cry: Make Fiber Matter. Antron saw an immediate and significant shift in internal engagement—employees loved it, and served as its best ambassadors.

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We produced a series of animated explainer videos that educate interior designers and architects on why carpet fiber should be a priority.

The brand relaunch was the the talk of NeoCon, the top interior design event, where Antron claimed the top spot for showroom space. The work also won numerous marketing and branding awards.

So much for a low profile.

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CREDITS

Creating this work took a village. Big thanks to all the talented folks who helped realize these ideas.

©2020 COPYRIGHT NICK WIESNER. RIGHTS RESERVED BY RESPECTIVE OWNERS.