Westex

Brand & Marketing

A Recognisable Identity for a 75 Year Old Brand

Westex™️, a Milliken™️ brand, is a world leader in the manufacturing of flame resistant fabrics for 75 years. With sales presence in Asia for 7 years, it was only recent that the company decided to invest in the region — and with that came the need to craft the best approach, in partnership with Incrementum.

During the Discovery phase of the project, we learned that it was imperative to refresh Westex’s visual identity, ensuring it conveyed the necessary gravitas to earn the respect of the region. We conveyed that by dialling up the use of blue across all touch points as well as introducing a visual device stemming from the icon to contain the imagery and give the brand a unique look.

Key collaterals, tagline and website were redesigned to communicate the new messaging and brand personality, critical in order to establish Westex as the industry leader. A few months upon delivering this piece of work we were called upon by Westex's European team to update their collateral.