Dorell Weaving innovation and experience


  • Messaging & copy

  • Research & strategy

  • User Experience

  • Video production

  • Website Design & Development

  • Brand architecture

  • Verbal identity


  • W3 Gold

Dorell Fabrics is a 4th generation, family operated textile manufacturer. With a new generation at the helm, the company has embraced an ambitious vision as well as innovative approaches to operations, fabrication, and delivery – leading to rapid growth across known and new markets. It was high time for a reimagined brand and digital presence.

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Section 1.Laying the foundation

We developed a brand narrative, architecture, and messaging that clarifies Dorell’s market position and value proposition, helping them continue their accelerated growth. To bring that message to life, we worked with Dorell to create a vibrant new visual identity that captured their ambition and energy. Together, the new brand system reintroduces Dorell to a market that’s long valued their service – highlighting what the company stands for and what it’s capable of as it looks to a new era.

Powering new offerings

As Dorell expands to new markets and introduces new product lines – including their new Sunspoken outdoor fabric suite, our team helps ensure consistency and alignment with the parent brand.

Section 2.Inviting exploration

While established networks and reputations historically served as the core of the sales operation, Dorell found a younger generation was stepping into decision-making roles, and bringing modern expectations of their providers. We helped Dorell take the critical first step in meeting these expectations, launching a new website that backs up their claim of craft, quality, and taste. Across desktop and mobile, the site delivers a rich experience and fast access to product lines and sales consults.

Balancing expertise and inspiration

The Dorell Trends Report is a key differentiator, helping designers and product specifiers connect emerging trends to available products. We helped Dorell celebrate this unique offering with an elegant, immersive web experience – that’s flexible, replicable, and scalable and will meet their needs for years to come.

Section 3.Connecting the dots with content

With the strategy and system in place, Dorell needed to tell their story well. We commissioned and directed on-location photo shoots at showrooms and fulfillment centers, and produced evocative video content to capture the Dorell’s people, process, and product.

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