This fluid, evolutionary approach to branding meets another strategic need for Mohawk. “We have a history of working with many design studios,” said Mohawk’s Laura Shore, SVP, Communications and Innovation Strategy. “Pentagram has always done our branding, but we like to bring in the best person or team for any given project, whether it’s VSA Partners, AdamsMorioka, CarboneSmolan, Volume Inc., Tomorrow Partners, or a local partner like Aurora Design. So the system needed to inspire and engage other designers — and yet provide a sort of vision map at the same time. Pentagram understands that, embraces that, and they’ve created a toolkit that encourages experimentation.”
The changing nature of Mohawk’s brand architecture is now visible via the work of recent Mohawk design partners, such as San Francisco-based Hydrant, charged with creating the brand experience for MohawkConnects.com and Michael McGinn Design Office, the firm that designed and engineered Mohawk’s primary specification system and related tools. “Nothing excites me more than seeing the early brand strategy work conducted by Nucleus Branding begin to unfold in the market. And nothing could be more important at this point in Mohawk’s evolution as a company,” said Shore.