Making the Difference


The Challenge

We have worked with Camira, one of Europe’s largest textile companies, for many years. They design and manufacture some of the most innovative, adventurous and sustainable fabrics in the world.

To meet their new global growth ambitions they needed to leverage their key differentiators and highlight the real substance of Camira as the maker as well as the designer.


The Solution

We began by exploring how ‘Style with Substance’, the brand ethos we had introduced, could run deeper throughout the business.

After a period of further research, our recommendation fed into the articulation of three core brand values, a brand promise, and a brand campaign platform - 'Made by Camira'. Considering their manufacturing heritage, this flexible platform brings together their substance and provenance, embodying the values, quality and pride of the brand.


A new brand book and brand film, called 'Making the Difference', form the top level brand storytelling. This will be followed by a 'Made by Camira' graphics pack covering their main physical touch points across interiors, manufacturing spaces, exhibitions and showrooms. Finally, there will be a full sampling toolkit and two supporting brand pieces for their key markets.


The Impact

‘Made by Camira’ has been an immediate success, presenting the brand in a more powerful and cohesive way. We are looking forward to developing the positioning across further touchpoints throughout the business. 

Good always help us to cut through the clutter to get to the crux of the issue.

Ian Burn Director of Marketing, Camira Fabrics