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Universal Fibers

Bristol, Virginia

Universal Fibers, a commercial carpet fiber producer, partnered with Gensler consulting and brand design teams in an ongoing effort to increase market awareness, align leadership goals and create a new look that better reflects its brand platform. Focusing on the company’s strong character and innovativeness, the new branding conveys the firm’s quality, flexibility, collaborative nature and resourcefulness, and its promise of being a “problem solver.” Guided by a new mission statement, the brand has coalesced its operations and established a new, exciting market presence. Gensler’s work included brand guidelines, a new website, advertising and exhibit graphics to marry Universal Fibers’ marketplace presence with the company’s culture.