Digital Agency Crafts New Identity to Highlight Local Textile Industry

Fabric becomes the new trading name for Athernet as a nod to local history and the heritage of parent company Andrew Mercer Ltd who were involved in Manchester's textile industry.

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We believe the new name represents how we weave together the knowledge, creativity, technology and marketing skills to deliver digital projects for our clients

Manchester (PRWEB UK) 14 January 2013

A growing digital agency has launched their new identity this week as a way to mark their role in local history. The agency, known previously as Athernet, has paid homage to the Manchester textile industry with its new name: Fabric.

The new name is a nod to the city’s history and its transition to the second largest ‘digital cluster’ in Europe; and since Fabric’s parent company Andrew Mercer Ltd had a long history in Manchester’s textile industry over many decades, the circle is now complete.

Daniel Atherton, Managing Director at Fabric, said: “We believe the new name represents how we weave together the knowledge, creativity, technology and marketing skills to deliver digital projects for our clients. We feel that Fabric is much better suited to what we do and the way we work.”

The rebranding process from Athernet to Fabric was carried out within the agency itself, led by Head of Creative, Tom McCambridge. The new website (http://www.fabric.co.uk) has been designed as a platform to showcase projects, services and skills to prospective clients.

Speaking about the new brand identity, Tom said: “We’ve been working hard behind the scenes to create a brand that suits us as an agency and the services we offer. Our new website reflects our ethos of simplicity, problem solving, and being approachable.”

The Fabric website has been designed with a mix of adaptive and responsive techniques for easy viewing on mobile devices, and also aims to provide a range of resources for those who are interested in learning about the company’s core threads of creative, digital marketing, development and mobile.

Daniel added: “We’ve already attracted great clients including Speedy, Procure Plus and World Travel Holdings, and we’re looking forward to 2013 with new staff members and office space. We’re seeing more clients coming on board who need the full breadth of our services so our rebrand comes at the perfect time.”

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Notes for Editors
Fabric is a digital agency based in Manchester city centre who offer a range of digital services from creative design to the development of mobile applications. In January 2013, the agency changed its name from Athernet to Fabric to celebrate local history, and the involvement of parent company Andrew Mercer Ltd in the Manchester textile industry over many decades.


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