Carnegie engaged Concept A to relaunch its Biobased Xorel fabric line. Although most designers were aware of the textile’s existence, many did not know that the fabric had environmental attributes that could help them achieve LEED points.

We used the reintroduction as an opportunity to invigorate the company’s Biobased Xorel brand and retell the story of how the company’s products reflect its belief system. To build awareness, we created provocative messaging and a contemporary graphics campaign.