Naia — sustainable fiber brand.

Lead designer for the launch and ongoing brand work for Naia, Eastman's sustainable cellulosic fiber. Identity expression, marketing collateral, technical one-pagers, and trade-show materials across B2B and consumer audiences.

Role: Lead Designer
Company: Eastman Chemical Company
Discipline: Brand, Marketing, Event

Brief

Naia™ is Eastman’s sustainable cellulosic fiber, used in apparel and home textiles. The brand had to communicate clearly to two very different audiences at the same time:

B2B — fabric mills, brand sourcing teams, and technical processors who decide what fiber goes into next season’s lines
Consumer — end shoppers seeing Naia tags or co-branded marketing on apparel, denim, and home goods

Brochure

Naia brochure interior, closed-loop production process

The brand brochure walks buyers through Naia’s closed-loop production process (managed forests to wood pulp to cellulose acetate to fiber to finished textile) as one continuous illustrated diagram across the spread.

Consumer collateral

For the Home Textile launch the brand uses lifestyle photography directed at consumers buying sheets, throws, and bedding made with Naia.

B2B technical

Technical one-pager, heat transfer printing on Naia cellulosic fiber

Technical one-pagers for fabric processors: heat-transfer printing guides, dyeing instructions, fiber spec sheets. Plain layout, dense data, brand recedes so the information leads.

Trade shows

Kingpins denim trade-show one-pager, "Transforming denim from the inside out"

Trade-show collateral for events like Kingpins denim. Statement headline paired with three-column blend specs (Naia™ Renew + Cotton, + Polyester, + Lyocell) for designers and sourcing teams shopping fiber for their next denim line.

Role

Lead designer on the brand launch and ongoing work: marketing collateral, presentations, event visuals, and technical communications across formats and audiences.