For Anglo Technical Textiles, a trusted name in industrial felt and technical textiles since 1998, 2024 marked a transformative year.
As the company moved to refresh its brand and launch a new website, the journey uncovered an exciting opportunity to honour its rich heritage, embrace modernity, and reaffirm its values of honesty, craftsmanship, quality, and care.
Having had the privilege to lead the brand strategy with Anglo as their brand consultant, I’m excited to share insights into the brand refresh process, their motivations, and the powerful impact of repositioning the company’s identity.
The Motivation Behind the Refresh
When I first spoke to Simon, the company’s owner, and his team back in January 2024 about the need for a brand refresh, his initial focus was pragmatic: the website had been untouched since 2016, and Simon and the team recognised that technology and customer expectations had evolved dramatically.
Beyond technology, however, the refresh uncovered deeper opportunities. The existing brand was functional and somewhat impersonal, with little to distinguish Anglo from its competitors. As Simon noted;
“Our brand and website did not communicate the essence of the business, it did not convey that we’re a family business, our personal expert focus, our UK base in Lancashire, not did it didn’t tell customers who we are or reflect our values.”
Shaping and Communicating the Business Vision
Working with Anglo, Think Collectiv undertook a brand discovery to delve into the company’s story— to get to the heart of its vision, mission and values that drive the business we explored its roots in a Lancashire community, its customer's views, its commitment to quality sourcing, manufacturing, customer feedback and the skill of its team. This led to a crafted vision and mission for Anglo’s refreshed brand to use as foundations:
The newly articulated vision and mission fed the creative brief, and guided the brand refresh, cumulating a new website was about more than aesthetics; it was about realigning the company’s outward-facing identity with its inner strengths.
Simon embraced the idea wholeheartedly: “I didn’t appreciate at first how much our story—our heritage—could matter. Sally helped us see that emphasising our Lancashire base and engaging customers through testimonials would bring the brand to life.”
A Softer, More Personal Brand Personality
The refreshed brand is a reflection of Anglo’s authentic identity— a softer heritage green pallet communicates the commitment to traditional skills and UK manufacturing heritage as well as the unique properties of felt. The focus on the people within the business and the Lancashire mill communicated that Anglo is a proactive, respectful, and caring team of experts who deliver solutions with honesty and craftsmanship.
Heritage: A new strapline, “Delivering Quality Industrial Felt Since 1998,” highlights the company’s roots and decades of expertise.
Visual Identity: A softer, heritage-inspired colour palette, modern typography, and stunning photography highlight both the diversity and beauty of felt products and the team and skills behind them.
Tone of Voice: Language that mirrors Anglo’s values—honest, approachable, and expert—shapes the brand's communication.
As Simon said, “Five years ago, the only photos we had were of felt in plastic bags. Now, we’re showing craft skills and the real people behind the business.”
A More Engaging Customer Journey
The new website journey was crafted with the end user in mind, covering multiple sectors with different needs and different types of felts.
"Sally took time to review the existing journey, review competitor websites and engage with our team and customers to consider the right UX on the site. Following this, she crafted copy for the entire website."
Focus was given to building both practical content and, where required, engaging customers and prospects with details about the company and its people. Consideration was given to keywords and navigation across the site.
Challenges and Opportunities
As with any major project, there were challenges along the way. The brand refresh was running alongside a complete website rebuild, including new wireframes, sitemap, customer journey and copy across the website. Getting the sitemap working and copy developed was a big task.
One of the biggest lessons was learning how to photograph felt effectively—a deceptively tricky material to showcase visually.
Simon acknowledged, “We’ve come a long way, but we still have more to learn. What’s exciting is seeing the potential in using imagery to communicate our craft.”
The project also highlighted the importance of engaging the team and customers throughout the process.
Simon reflected on the value of a “soft launch” to gather feedback: “One of our top customers even reached out to visit us again after seeing the direction we were heading in, which was encouraging.”
The Impact of the Refresh
The refreshed brand, at the time of the soft launch, has already started to resonate with customers and the internal team alike. Feedback from clients described the new brand as:
“Beautiful,softer, more meaningful, and community-focused.” Importantly, it feels true to Anglo’s identity.
"The feedback has mirrored who we are—it’s a positive reflection of what we’ve always stood for.”
Internally, the brand refresh has reinforced pride among the team and positioned Anglo for future growth.
A Final Reflection
Working with Simon and the team at Anglo Technical Textiles has been a privilege. Together, we’ve crafted a brand that celebrates their heritage, highlights their expertise, and sets them apart as leaders in the UK’s industrial felt industry.
Simon summed up the experience perfectly: “What Sally brought to the table wasn’t just expertise, but a way of seeing our business afresh. She helped us articulate who we are—real people running a real business—and bring that to life for our customers.”
As Anglo moves forward, the refreshed brand is more than a new look—it’s a statement of who they are and what they stand for: quality, honesty, and care. Please check out the new website www.anglotechnicaltextiles.co.uk
Here’s to the next chapter of Anglo Technical Textiles—a business with a proud past and an exciting future. If you are looking for expert help in refreshing your brand, its position, values and creative look and feel contact Think Collectiv. sally.chuku@thinkcollectiv.co.uk
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