|Advertiser||American Wool Council|
|Story|| The American Wool Council’s mission is to promote the superior performance of wool versus synthetic fibers, as well as to develop preference for wool that is grown in the U.S. The AWC was in danger of missing a huge market opportunity, as the brand had not been refreshed in decades and had become less relevant, despite the resurgence and appreciation for natural fibers by consumers and designers.|
To close this gap, SRG created a brand vision for the organization centered around the “natural magic” that wool brings to every application. Wool uniquely blends high-performance with natural and beautiful - better than nylon, cotton, or even silk. To bring this to life, SRG developed a new identity and look and feel for the organization to take to its global partners.
|Media Type||Case Study|