When the Summit Corporation added the Mathew and Company textile firm to its investment portfolio, Vision Creative was tasked to re-name and enhance the profile of the newly purchased company while preserving its traditions and securing employee morale in the wake of the purchase. Vision saw the new Company profile as springing from its customer relationships. Our approach was to focus on the consumer experience. Working with a partner in developing a unique and relevant positioning, we determined “comfort” as the key attribute. “Material Comfort” became both a benefit claim and a building block for a new identity. As the campaign developed, the consumer would be encouraged to source “Material Comfort” from “Eden,” the new company name.