Chilewich, renown for their functional and elegant textiles, sought to elevate the brand identity to better match their innovative and experimental approach to textiles design. 2x4 worked with key audiences to define the brand messaging based on its businesses: home, hospitality, and contract clients. We developed a cross-channel brand strategy to refine their core vision, along with a toolkit outlining a set of graphic, visual, verbal, and spatial tactics to be implemented across all of their platforms. Using this strategy we created a design system that focused on storytelling, allowing Chilewich to comprehensively share their design process and narrative across platforms.
We provided consultation throughout the rollout of the new brand identity as Chilewich’s in-house creative team designed and produced all sales materials, product tools, website, social media, and in-store experiences based on our design guidelines. We continued to bring the brand to life in their new corporate showrooms working closely with architect Joe Sultan. Our strategy and design system ensure Chilewich tells a unified, highly visual design and innovation story across all touchpoints.