CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS


TAGS

, , , , , , , , ,


LINKS

Avenue
Antron

Antron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by AvenueAntron by Avenue

CLIENT

A global man­u­fac­turer of high-performance car­pet fiber for com­mer­cial applications.


BRIEF

At a piv­otal time in its 40-year his­tory, Invista—a global man­u­fac­turer of fibers and fabrics—approached us to revamp their com­mer­cial car­pet fiber busi­ness, Antron. The goal was to mod­ern­ize Antron to stand out in a high-end mar­ket and influ­ence inte­rior design­ers, car­pet mill rep­re­sen­ta­tives, and architects.


APPROACH

We con­ducted an inside-out assess­ment of the indus­try and iden­ti­fied Antron as the lead­ing brand in an increas­ingly unknown category—carpet fiber. From that moment, the mis­sion became “Make Fiber Mat­ter”. To com­mu­ni­cate the brand visu­ally, we designed a new logo—the Antron “a”—to resem­ble a sin­gle, fluid strand of car­pet fiber. This inspired a uni­fy­ing theme across all prod­ucts and mar­ket­ing mate­ri­als. The “Uncom­mon Thread” wove together the new brand and dif­fer­en­ti­ated Antron from the com­pe­ti­tion. From the busi­ness card and iden­tity guide­lines, to the brand book and instruc­tional video, the entire sys­tem was designed to be com­mu­nica­tive and user friendly.

Avenue was selected by Invista to develop an updated brand iden­tity for the Antron brand. The goal was to evolve the brand iden­tity and guide­lines from highly tech­ni­cal, science-based to more eas­ily under­stand­able, sim­pler, con­ver­sa­tional with a more approach­able per­sona. This change was nec­es­sary to ensure that we are reach­ing our expand­ing, more dynamic tar­get audi­ence. Avenue expertly led this project through ini­ti­a­tion, dis­cov­ery and analy­sis, con­cept devel­op­ment, test­ing, and final exe­cu­tion. The new iden­tity was launched in June 2012 and has been very well received in the mar­ket­place. The lead­er­ship team at Invista is extremely pleased with the ongo­ing impact to the busi­ness. — Lisa Con­nolly, Senior Brand Man­ager of Antron

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