Marketing wool as modern consumer’s common thread

The Challenge

The American Wool Association needed to educate modern consumers on the benefits of wool and convince them to purchase wool products with an engaging and contemporary brand expression.

The Outcome

Guided by strategic research, a full website redesign along with video, brochures and educational tools were reimagined to communicate with the vast benefits and usage occasions for wool.

With environmental groups touting falsities around the wrongdoings occurring in the wool industry, the American Wool Association needed to educate its consumers, current and potential, on the benefits of choosing wool over any other fabric. To do so, we first needed to understand the consumer, their need-states and potential knowledge gaps. Using insights to guide our creative execution and newly defined tone of voice, we created new branded materials for the American Wool Association to gain back the market share lost. With a new look and feel, fresh imagery and strategic copy, American Wool has gained global support and awareness.

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