Mohawk new that they needed to redefine their perspective on paper in a progressively digital world. What was briefed as a campaign for Superfine soon evolved into an investigation of Mohawk as a brand and how the company and paper itself are culturally relevant. In this process, the paper industry’s chief communication device, the paper sample, needed to be re-imagined to connect with contemporary culture.

Maker culture, placing value in details, quality, discovery and tactility, was a natural cultural connection for Mohawk. A family company for more than 80 years, Mohawk’s heart has always contained a maker’s spirit. Mohawk needed to revive awareness of their rich and authentic history and celebrate how as makers we are all connected.

To launch the campaign, Hybrid identified four brand pillars: heritage and innovation, mastery of materials, pride in the details and community. The first publication, A Declaration of Craft, as well as a brand video, laid a foundation for these core beliefs. Subsequently, we targeted the creative and print communities with a two-pronged approach: the Mohawk Maker Quarterly, designed to inspire and align the values of the maker community, and the Mohawk Craft Cooperative, designed to reengage printers with their value as craftspeople.

Read the full case study with juror comments here: [http://www.aiga.org/case-study-mohawk-culture-of-craft/]

“Design for designers is always tough to honor, but advocates within the jury took a firm stance that the design team tasked themselves with doing more, generating content that moved the industry forward. The "Culture of Craft" also captures every popular design cliche of 2014.” —Jennifer Kinon