FiberMark
Identity
Visual Systems
Making a mark
Specialty fiber-based materials maker FiberMark has four product lines – filter media, technical specialties, office products and durable specialties – selling to the automotive, graphic arts and home and office supplies industries.
Challenges
Specialty Paperboard, a company that had acquired several companies in related businesses, needed a new corporate name to describe a broader offering and to link its businesses for more effective communication of its capabilities, particularly to financial audiences
Actions
Created the name FiberMark in recognition of the fiber base of the company's product line and the consistent quality of the company's products which earned the company leadership in its markets
Developed the new logo and visual system
Assessed the current brand architecture and suggested a new structure which rationalized the product offering and eliminated overlapping brands and capabilities, simplifying the presentation of the company
Created identity guidelines to assist ongoing management of the "new" brand