Emphasizing craftsmanship and service for an international textile manufacturer

Interior Felt
Content, Messaging, Positioning, Visual Identity, Web Design

Made to Feel

Interior Felt approached Frontier looking to better communicate its purpose and to connect with its architecture-and-design audience. Through a comprehensive research phase that included a team-engagement and purpose workshop, we identified several key differentiators, including Interior Felt’s unparalleled end-to-end customer service, from felt manufacturing to design to installation. We distilled these characteristics into the driving idea “Made to Feel”—alluding to the carefully crafted experience of Interior Felt’s products and services—and defined the company’s values and ambitions, completing the important first steps that led to a revamped visual identity.

Precision and Beauty

The new visual identity celebrates the natural beauty of felt. The fabric’s textures, colors, pliability, and versatility inspired a careful and elegant photographic style that forms the basis of the brand. For launch, Frontier art directed and coordinated several photo shoots, capturing its full product line, broad color range, and working process in a candid, documentary style. When combined with timeless typography, an abstracted felt pattern, and technical keyline graphics, Frontier provided a full visual system that reflects the level of care and attention to detail Interior Felt delivers with its products.

Tools of the Trade

Following the brand launch, Frontier designed and developed the new website and swatch kit, building a consistent voice into key sales tools. Combining best practices in both design and copywriting, the website is a comprehensive tool that highlights the natural beauty and craft of Interior Felt products through vivid photography, detailed descriptions, and case studies. The swatch kit cleverly combines a full swatch book, fabric samples, and brochures, all housed in an elegant, bespoke package. Each component is informed by the perspectives and realities of prospective clients and provides practical details and inspiration for any project.

Through the overwhelming process of rebranding ourselves, Frontier coached us through every stage. They presented themselves with such sophistication that we looked to them not only for guidance, but inspiration. We couldn’t be happier with our new brand, as well as the unforgettable experience working with their team.

Damian Ali, Manager

All photography by Carmen Cheung. Art Direction by Frontier.