CATEGORY

Guideline Documents

LEVEL

Professional

RANK


DESIGN CREDITS

Design Director

Nick Wiesner

Designer

Ryan Hammond


TAGS

, , , , , , , ,


LINKS

Avenue
Antron

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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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