Fiberweb has launched a new branding strategy, along with a new website design, to reflect the direction of the company toward global technical fabrics and geosynthetics. The company announced in December 2011 it would shift its focus on these areas after divesting its hygiene-related assets globally.

According to executives, the new brand reflects the ambition and direction of the company and is a clear symbol of its vision and values.

“Fiberweb customers work in complex and challenging markets,” executives say. “We are focused on understanding the needs of their applications and developing the materials solutions that meet them. We seek to identify the questions that are emerging and evolving for our customers in the industries we serve and to be prepared to provide ‘The Next Answer.'” 

To achieve this vision the business is aligned to key markets, with specialist teams in filtration, geosynthetics, medical, technical specialties, agriculture, building and graphic arts segments. Backing this commitment, new innovation centers have been created for technical specialties, filtration and geosynthetics based in the U.S., France and the U.K.