We helped IDEAWORKS transform from Mohawk's best-kept secret into a unified innovation powerhouse that businesses actually want to work with.
Services
Client
Website
Challenge
Here's what happens when brilliant research happens in silos: even the people doing the work can't explain what they do as a collective.
IDEAWORKS had multiple research centers producing real-world solutions for business and industry, but they were operating like separate planets in the same solar system—no unified vision, no clear messaging, and definitely no sense of how to talk about themselves to potential partners. In an industry where reputation and perception are everything for establishing trust and attracting new business, they were essentially invisible. The various groups were so focused on their individual expertise that they’d lost sight of the bigger picture they were creating together.
Goal
We needed to solve the ultimate academic challenge: taking world-class applied research and making it make sense to the business world.
Our mission was to align the various research centers under one cohesive vision that would resonate with industry partners looking for innovation solutions. The goal was creating a unified voice that could showcase IDEAWORKS as Mohawk’s active hub of applied research and innovation—something that felt more like a strategic business partner and less like a collection of separate academic departments.
Result
Through a comprehensive three-phase process of interviews, strategic alignment, and careful content development, we transformed IDEAWORKS from a fragmented collection of research centers into a cohesive innovation brand.
The new website experience positions them as the go-to destination for businesses seeking real-world solutions, with messaging that finally matches the caliber of work they’ve been doing all along. Most importantly, we gave them something they’d been missing: a clear, unified way to talk about themselves that makes potential partners immediately understand why they should care—and why they should get involved.
