Hemispheres Unite
A Brand Reborn
Ultron, the contract arm of the Solutia nylon division, was looking to re-invigorate its brand image and to draw attention to the unique attributes of their nylon fiber. Their main audience consists of Architects and Interior Designers who specify the fiber that is used in the floor covering in their projects as well as mill partners and product development teams who utilize the branded fiber in the carpet products they create.
The brand has been positioned as a blend of art and science, the right and left sides of the brain, in the form of “hemispheres unite.” This approach serves as a strategic foundation to address the dual natures of all aspects of their business from product creation to social responsibility. This positioning was carried out in a brand brochure, in the permanent showroom at the Merchandise Mart in Chicago, on their web site and in national print advertising in magazines like Contract, Interior Design, Reveal, ED + C and Metropolis.
Deliverables associated with this branding effort run the gamut from e-vites, to white papers, to showroom design and all aspects of corporate communications as well.
