Antron by Avenue

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CLIENT

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

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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.

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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