Mohawk Rebrands, Launches New Website and Identity
O'Connor announced last week that Mohawk would streamline its product offering and consolidate its core paper lines. The number of SKUs have been reduced by more than 50 percent to "eliminate redundancies that were primarily the result of previous acquisitions over the last five years," said O'Connor. To aid current customers through the transition, Project Streamline is supported by a web-based guide.
With a newly simplified product line, Mohawk has begun the process of creating paradigm-shifting specification tools. Following considerable research among a new generation of print customers who have notably different needs and expectations than their studio-based predecessors, Mohawk has released The New Mohawk product selector, created by the Michael McGinn Design Office.
"This is the first wave in a holistically conceived solution that recognizes the relationship between experiencing the nuances of papers—starting with color and finish—and keeping the focus on simplicity, what the customer needs when they need it," said McGinn.
The physical components of the new Mohawk product selector have online counterparts at MohawkConnects.com to support the design, specification and purchase process while inviting real-time exploration and discovery through the ability to build custom paper and color palettes. "For customers who already know Mohawk, the product line is a simpler and clearer presentation," said O'Connor. "For customers who are new to Mohawk, the system makes the process of choosing papers effortless and engaging."
Also launched is the first video in Mohawk's new multimedia promotion campaign titled "What will you make today?" The Pentagram series of short videos debuted on the homepage of MohawkConnects.com today.
"The tangible work released today evolves directly from our vision of a 'New Mohawk,'" said O'Connor. "The design of the entire platform provides a sturdy base and a flexible structure from which to lead change in the paper industry. While it is impossible for me, or anyone, to predict the future, there is no shortage of ideas, energy, or commitment at Mohawk. We bring a disciplined focus to the quality of our execution at every customer touchpoint," he said.