Mohawk Rebrands, Launches New Website and Identity
Mohawk, the largest privately-owned manufacturer of fine papers and envelopes for commercial and digital printing in North America, launched a new company brand this week. In addition to shortening the name from Mohawk Fine Papers, the company debuted a new website and logo. "Today, we are making bold changes across every aspect of our business with the launch of multiple customer-facing initiatives that provide tangible evidence of the company's vision and new experiences for customers," said Thomas D. O'Connor, Jr., company chairman and CEO.
Mohawk's new web site, MohawkConnects.com, integrates e-commerce into all dimensions of Mohawk's online activities, and offers a personalized experience for customers and trading partners. "This is the beginning of a revolution in the way we do business and who we do business with. As we get closer to all of our customers, we are rapidly evolving the kind of experience we have with them both online and off," O'Connor said.
Mohawk's new technology and operations initiative, the Unified Service Delivery Platform, allows each customer to choose how and when they want to do business with Mohawk and provides them with a frictionless path to do so, fully transforming the delivery of all consumer and business applications to any place and device.
The launch of MohawkConnects.com is the customer's first introduction to Mohawk's vibrant new brand designed. Michael Bierut, who leads the Mohawk brand team at design firm Pentagram, said, "The logo is a monogram for the name Mohawk. It's based on the letter M, but it's also constructed to evoke the papermaking process and the printing process, both of which involve paper going around cylinders."
The logo also speaks to the basic idea of connection, which is what Mohawk paper is designed for, "Whether it's for a small book of photos featuring your niece and nephew or for a giant global corporation—it's about communication," he said.
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.
For more information, visit www.mohawkconnects.com.