CASE STUDYMohawk Via
Paper Weight
DESIGN: ADAMSMORIOKA BEVERLY HILLS
“SOMETIMES, IT’S A CHANGE IN CONTEXT THAT MAKES A REDESIGN NECESSARY,” says Sean Adams, partner at AdamsMorioka. “Whether the logo changes or not, it’s almost always the case that the context drives the work.” AdamsMorioka’s updated visual personality for Mohawk Via excels at one of the hardest tasks a designer can face: addressing a major change in context while enhancing an existing product’s qualities.
Via grew rapidly following its acquisition by Mohawk Fine Papers. With an expanded product line and stronger marketing presence, Via was no longer the humble paper promotion it had been when AdamsMorioka designed its original logo; it was now a full-on business venture.
“You ...
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