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