Magnera
Building a new customer experience platform and design language to drive transformative change.
Solutions
2025
Revolutionising a ‘New Era’
Client
Magnera
Location
Charlotte, North Carolina
Sector
Engineering
The Goal
Magnera, a new leader in the non-wovens market, sought our creativity and expertise after our successful 15-year partnership with the HHNF division, now merged with Glatfelter to forge this exciting new chapter in Material Solutions.
The challenge presented by this high-stakes merger was twofold: to maintain complete confidentiality, keeping even internal teams in the dark, and to collaborate with other agencies to create a cohesive brand expression and collateral rollout in just three months. This included the design and development of a landing page and a microsite for a groundbreaking launch.
It was imperative that the brand name and identity remained confidential until the internal launch, adhering to the complex legalities typical of significant business mergers. Our mission was to embody the unification of these two global giants, ensuring that the brand’s expression reflected the grandeur of this merger while encapsulating the shared values and distinctive voice that would set it apart in a competitive industry.
The Challenge & Strategy
Faced with tight deadlines, timezone challenges, and the need for discretion, we embraced the pressure and embarked on a revolutionary journey. Our project management team was instrumental in steering the project, coordinating efforts across multiple teams and time zones to ensure seamless collaboration.
With no logo, colour palette, or typography yet defined (tasks assigned to a standalone branding agency), we leveraged our deep knowledge from the past 15 years to design and develop the Day 30 landing page. This crucial first impression was designed to introduce the new brand to the industry 30 days before the official launch, positioning it as a leader amidst established competitors.
Once the brand identity was revealed, we swiftly transitioned to developing a cohesive brand expression from the newly established components. By exploring various creative concepts, we ensured the collateral rollout resonated with the Magnera team and reflected the essence of the brand.
Upon the launch of the Magnera.com landing page, we focused on the Day 1 microsite design and development. Recognising that mergers necessitate reflection and adaptation, we collaborated closely with internal teams across IT to legal departments to integrate best practices and align brand personality for this ‘New Era.’
Our content writer crafted a friendly yet impactful tone of voice, capturing the significance of the merger and its implications for the industry. By working closely with Magnera, we ensured that the site’s content reflected the new business values and solutions, even while building a brand that would continue to evolve over time.
This project showcased the strength of our entire Fishtank team, with contributions from designers, developers, account managers, and digital marketers. It revolutionised our collaborative approach, allowing us to design in the dark while navigating the complexities of a project with global impact.
The Solution
The journey to launch Magnera was more than just a project; it was a transformative experience for our team and for the client. Each member, from designers and developers to marketers and project managers, played a vital role in creating a brand that truly embodies the essence of this remarkable merger.
We’ve reaffirmed that collaboration is key, and the ability to work together under pressure not only enhances our creativity but also deepens our relationships with clients. Magnera has inspired us to think boldly and push beyond conventional limits, reminding us that every challenge is an opportunity for growth.
As we look ahead, we remain committed to nurturing the lessons learned during this journey, ensuring that every project we undertake goes above and beyond our clients’ expectations. Explore our blog for deeper insights into the strategies we employed and the innovative techniques we embraced to deliver a brand that sets a new standard in the industry.
Defining objectives
Our approach was driven by the need to create a unified and compelling brand experience that could communicate the significance of a major merger while remaining under strict confidentiality. The goal was to position Magnera as a new leader in the non-wovens market, crafting a brand expression that would resonate with both internal stakeholders and the wider industry from Day 30 through to the official launch.
Advantages
By leaning on our extensive 15-year history with HHNF, we were able to anticipate user needs and business expectations, even in the absence of a defined brand identity. This unique insight allowed us to move swiftly and confidently, aligning our creative output with the future vision of Magnera and delivering work that felt authentic and strategically sound despite the early-stage ambiguity.
Be Brave
Designing in the dark, with no access to logo, palette, or typography, pushed us to trust our instincts and longstanding relationship with the client. Launching a Day 30 landing page under these conditions was a bold move that paid off, making a powerful first impression while navigating brand ambiguity.
Be Human
The tone of voice we developed was warm and accessible, designed to reflect the emotional weight of the merger and reassure stakeholders during a time of transformation. Every visual and verbal element was crafted to feel personal, fostering a sense of continuity and optimism.
Be Agile
With evolving brand assets and shifting timelines, we adopted an iterative mindset, quickly adapting to new inputs from branding and legal teams. This flexibility allowed us to harmonise efforts across agencies and departments, ensuring that the microsite and collateral rolled out smoothly and meaningfully aligned with Magnera’s emerging identity.
Through strategy, innovation and creativity we take your brand on a journey of discovery and transformation that leave a lasting impression and drive behaviour.
Our brand projects
The Result
Magnera’s new website is now sitting proudly online, breaking through industry noise and providing users with a flawless journey through innovation.
Our collaboration with the Magnera team is something we will value for years to come.
