AMERICAN AND EFIRD

Designing Tools for Consumer Engagement
Product Identity / Launch

In dire need of a compelling design that appeals to decision makers across the fashion industry, top thread producer, American & Efird, commissioned Phase 3 for assistance. Phase 3 was faced with an opportunity to brand, position, and market a thread color-matching app, Colorlink. The app was developed to engage A&E with garment designers early in the production process and secure higher usage of its products. The app narrative explains how the key benefits of control and consistency connects the entire team across the production process, so that the threads in finished garments on a retailer’s rack always tell the right story with the right color—the one the designer actually started with.

Phase 3 brought Colorlink to life with a custom logo, app icon, and accessory packaging using bold, vibrant colors and imagery. Targeted print and digital ad placements, marketing collateral, and trade show materials engaged the target garment designers with the idea of more collaboration, choice, and control by using the app. A landing page provided more detail on the product, offered designers additional color libraries and resources for registering their app, and captured buyer and designer information for future marketing efforts. Phase 3 also assisted in the development of hand-held, fold out product brochures, promotional product poster artwork and press kit development. Since its successful industry launch at the TexProcess tradeshow in March 2016, Colorlink earned featured coverage in Apparel Resource, FabricLink, Fashion Blog by Apparel Search, Just Style, and the influential Technical Center and Impressions trade magazines. The app received critical praise in early 2017, earning a 2016 industry innovation award and is represented in over 50 countries globally.

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