Mohawk Debuts New Campaign Supporting ‘Makers’ and Celebrating the ‘Culture of Craft’
COHOES, NY—July 16, 2013—Mohawk, North America’s largest privately-owned manufacturer of fine papers, envelopes and specialty substrates for commercial and digital printing, announces a new campaign designed to support an emerging maker culture and three new supporting publications enhanced with additional content made possible through Mohawk Live, Mohawk’s new augmented reality mobile app.
In a technological era punctuated with e-mail, smart phones, tablets and texts, Mohawk believes that a new maker culture is emerging. Mohawk is supporting this community of like-minded makers with the introduction of three new publications: The Mohawk Declaration of Craft, Mohawk Craft Cooperative and Mohawk Maker Quarterly. The publications feature the stories of printers, designers, manufacturers, artists, artisans, musicians, and all those who make their living as makers.
Mohawk believes making is the most fundamental expression of the human spirit. The new “Mohawk Maker” and ongoing “What Will You Make Today?” campaigns speak directly to the heart of this maker community—and their need to create.
What exactly is a ‘maker’?
“All you have to do is visit your local farmers’ market, an entrepreneurial start-up business, or an experienced fine artisan to witness the maker movement—it’s a community of individuals who want a more balanced approach to their lives. They want to be inspired, empowered, and connected to their communities in a more meaningful way,” said Bart Robinson, Vice President Marketing, Mohawk.
“Mohawk has taken pride in the art of papermaking for nearly a century. Generations of fine papermakers have honed their craft in our mills in upstate New York, so we are endlessly inspired by the artistry of others and we’re proud to support and be a part of this growing movement,” said Chris Harrold, vice president, business development and creative, Mohawk.
The Mohawk Declaration of Craft
The Mohawk Declaration of Craft, and its accompanying video, communicate Mohawk’s longstanding dedication to manufacturing excellence and entrepreneurial spirit. The publication speaks to Mohawk’s heritage and serves as a manifesto of the brand’s beliefs: heritage and innovation, mastery of materials, pride in the details and respect for a community of makers.