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Apex Mills
 Services for Apex Mills
Brand Strategy, Name, Logo, Tagline, Advertising Campaign, Direct Mail, Website, Media Planning, Collateral, Stationery, Web Banner Ads, Digital Direct Marketing, Trade Show Booth, Internal Communications.  The textile industry had undergone major transformation since Apex Mills was founded in 1943. Foreign competition was making it extremely difficult to compete from a price perspective. The Apex Mills management team was no stranger to adapting to market conditions. After all, they started in the business as a reseller to the bridal and apparel industries and have evolved into a supplier and manufacturer of warp knit fabrics geared towards industrial applications. It was time to adapt again, however, by focusing in on a profitable and uncluttered niche that could not be easily dominated by inexpensive imports. Once that niche was established, the challenge was to develop a clear position in the marketplace and effectively communicate that position to re-gain traction and win back market share. We conducted research that revealed that customers were looking for more than a supplier. They were seeking a business partner who could help develop the right fabric solution. Results A new mark representing a flag and evoking the texture of fabric was added to upgrade and modernize the Apex Mills logo. The "Problem Shared, Problem Solved" tagline and the "Pull up a chair, let's talk knits" ad campaign were created to address the collaborative partnership customers sought and elevate the conversation above price. A new creative campaign around that partnership was infused into marketing collateral, advertising and the website, including an innovative "fabric gallery" and case studies that really emphasized Apex Mills' "Problem Shared, Problem Solved" collaborative approach.
For further information contact: Paul Blakely
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