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Mohawk Takes Next Steps in Its Transformation

April 16, 2012

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,” Bierut said.

The logo and energetic color palette offer unlimited variation and surprise, “We wanted to project a company that is forward-looking, nimble, and ready for the future, yet doing so from a strong base, built on the kind of authority that few of Mohawk’s competitors can claim these speaks to a company that has been around for a long time and is still capable of changing the way it looks,” Bierut added.

New Streamlined Product Offering
O’Connor announced last week that Mohawk would streamline its product offering and consolidate its core paper lines. In fact, the number of SKUs have been reduced by more than 50% 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.

New Tools
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 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.”

New Campaign
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 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.

About Mohawk
Mohawk is North America’s largest privately owned manufacturer of fine papers and envelopes for commercial and digital printing. Signature brands include Mohawk Superfine, Strathmore, Inxwell, and proprietary i-Tone® for digital presses. Mohawk papers are chosen for commercial printing, photo specialties, and high-end direct mail. Products and samples are available through leading paper distributors.

Source: Mohawk.



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