Chattanooga, Tenn.—Propex is planning new branding initiatives in 2015, starting with replacing the brand name “ISIS” with “ARTIS” for its popular woven post-consumer recycled PET primary backing for modular tile.
“As we look at new products and line extensions using our innovative PET technology, we will be developing a new brand strategy for our growing family of products,” said Dave Gartshore, business unit president, Furnishing Solutions. “And given what’s happening in the Middle East with the terrorist group known as ISIS, we are dropping the use of that name from our line.”
To replace its “ISIS” brand, Propex chose “ARTIS,” the Latin term for artistic, and the new tagline, “The canvas of modular masterpieces.”
“Since its introduction over three years ago, both carpet manufacturers and designers have discovered that our engineered modular backing enables them to be more efficient and creative,” said Tom Borders, business director, Domestic Furnishing Solutions. “That’s because ARTIS combines the advantages of spunbond and woven, such as dimensional stability, pattern definition and 85% post-consumer recycled content.”
“With everything that’s going on in the Middle East, changing the name was just the right thing to do. Our customers have been very supportive of this decision,” said Ann Harrell, who manages marketing for the Furnishing Solutions division of Propex.