Bringing ground-level customer insights to the forefront of a brand revitalization.
Project:
Antron rebrand
Company:
Avenue
Role:
Creative Lead
Year:
2012
Antron—a global manufacturer of commercial carpet fiber and a subsidiary of Koch Industries’ Invista performance textiles brand—sought aggressive growth goals despite the rapid commoditization of fiber among carpet manufacturers and a decline in awareness among a changing buyer base. As an ingredient brand, Antron had a complex sales funnel and sell cycle. The existing marketing was feature-laden and overly scientific in its communication of benefits and the brand identity wasn’t resonating with the right customer.
As the project’s creative lead, I developed initial creative territories based on the working strategy. Once a creative territory was approved, I was responsible for developing the brand identity, sales materials, and internal training activations.
