Crypton

Challenge / Objective

Crypton is a revolutionary fabric that resists stains, odors, liquids, and more. They were already a market leader but needed to reclaim their position as the undisputed choice for designers, homeowners, and creators.

The challenge was to shift the focus from commodity materials to their bigger “why.” To show that Crypton is more than fabric — it’s the definition of innovation, freedom, and living life without compromise.

Solution

Alongside the Crypton team and the furniture community, we built a framework that engages with a complex audience ecosystem.

We developed a brand that celebrates the beauty of everyday freedom. Messaging, visuals, and campaigns all reinforce that Crypton enables fearless living in homes, workplaces, public spaces, and more.

Result

A fresh brand that positions Crypton as more than a leading fabric company. It’s a freedom company.