Duralee Fabrics / Identity, Advertising, Collateral

Duralee was a fifty-year-old fabric, furniture and trimmings company with a perception in the trade of being inexpensive and of lesser quality when compared to competitors. A complete brand refresh was needed to elevate the company’s identity including and updated more modern logo design, fresh identity program, art direction of all new photo content, advertising design, collateral design, product book design and showroom signage, then coordinating the implementation of all aspects of their brand.