Cordura:
Sustainability 

CREATION OF SUSTAINABILITY STRATEGY
AND GLOBAL, MULTI-MEDIA, CAMPAIGN
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PROJECT DETAILS

Brand strategy and 360° creative communications programme 

Apart from Covid, sustainability continues to be a hugely important C-Suite issue. We developed a global initiative for renowned US fabric company Cordura (Koch Industries) spanning strategy, messaging, research, creative development and on/off line execution.

It is the first time this 50 year old company has taken a position on the matter.

The fashion/fabric industry is noted for its often multi-layered supply chain; Cordura’s B2B/ B2C business model is particularly complex consisting of many different markets, products, uses, third party suppliers and associates – i.e. mill and brand partners – customers and end users in a heavily regulated, publicly scrutinised, politicised environment

We were tasked by the US marketing team to define a strategy and devise the communications launch programme. More than a creative communications campaign, it had to articulate a brand new mission for the business and be the basis for an internal change management programme.

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Brand strategy and 360° creative communications programme
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OUR ROLE INVOLVED

Several rounds of research, conducted in Europe, with brand and mill partners, R&D teams, supply chain associates and internally within the company.

Devised the brand strategy, proposition, positioning and creative route

Produced The ‘Three Pillars’ construct – the basis for the entire strategic and creative communications programme.

Articulated their vision, current and planned work to date plus commitments for the future.

Created a campaign that stands out from the conventional imagery of the sector: fabric is at the heart of the idea and links the product with each individual sustainability story. This global campaign spanned paid social and digital, advertorials, press, internal and external comms and a website takeover. 

 "Jane and Nick possess a unique ability to develop insights by utilizing a wide range of approaches. Market research, internal dialog, customer conversations, and creative concepting are just a sample of the tools Jane and Nick synthesize to develop actionable perspectives and strategies that help move the brand forward. They refrain from taking a one-size-fits-all approach, and instead develop a plan for every project based on its unique characteristics. It also must be said how wonderful Jane and Nick are to partner with. Our time together is always a joy. I look forward to our continuing work together"

Jackson Pettit - Global Marketing Director, CORDURA

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Services we provided

Market research | Brand strategy DEVELOPMENT | Content creation and production | Branding & visual identity development | Copywriting services

Sustainability, fabrics and fashion case studies

Contact details

 info@thinkinganew.uk

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