Milliken

Transforming from manufacturer to innovator

Why transformation matters

While change occurs daily in every industry and market, occasionally a change comes along that is so major it demands an equally major change to the core business. Business transformation is a response to this type of significant change to a market’s dynamics. Salt helps brands reposition within the context of larger business transformation.

Milliken embraces innovation

Founded in 1865, Milliken & Co. is a multibillion-dollar manufacturer. In 2009, the company implemented an aggressive business strategy, driven by new leadership and increased competition in its core textile, chemical, and floor-coverings markets.

Within this time of transformation, the company asked Salt to help reinvigorate its bedrock commitment to innovation in a new, contemporary brand identity and communications program. In Milliken, Salt identified a mix of creative inspiration and scientific knowledge. Revealing this exploratory, even playful, attitude led us to define Milliken’s innovation culture with a two-word theme: Purposeful Play.

Salt revamped the entire Milliken visual language, starting with a new logo based on the signature of its former leader and including digital experiences to connected devices everywhere.

Efficiency is essential

How does a company with literally thousands of products tell a focused innovation story? For Milliken, it meant distilling its product portfolio down to 12 remarkable innovations to showcase the brand’s breadth of experience and deliver on the new positioning of Purposeful Play. Salt developed a series of marketing assets for each of these problem-solving hero products that were then applied across video, digital, print, and gallery experiences.

Transformative Results

Milliken’s transformation from manufacturer to innovator has been nothing less than inspiring. Following decades of quiet accomplishment, the organization is now regularly identified as a change agent. Just weeks after the rebrand, a headline in The Wall Street Journal trumpeted Milliken’s dramatic makeover, “The Anti-Kodak: How a U.S. Firm Innovates and Thrives.”

Salt revamped the entire Milliken visual language, starting with a new logo based on the signature of its former leader and including digital experiences to connected devices everywhere.

Why transformation matters

While change occurs daily in every industry and market, occasionally a change comes along that is so major it demands an equally major change to the core business. Business transformation is a response to this type of significant change to a market’s dynamics. Salt helps brands reposition within the context of larger business transformation.

Essential Starts Here. Contact Us.

San Francisco

1620 Montgomery Street, Suite 120
San Francisco, CA 94111
415.616.1500

New York

110 Leroy St #9
New York, NY 10014

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