“Green in Every Way” Brand Platform for Industry Leader Filtrexx


Filtrexx charged Attuned with creating a brand platform for its erosion and sediment control products. The client wanted to develop a solution that married their products’ performance and environmental benefits with their overall cost advantages.

The Attuned team created the platform “Green in Every Way”, a tagline that speaks to all benefits of Filtrexx’s products, including environmental, financial, and product quality and reliability.

Filtrexx research revealed that engineers, public officials, and specifiers tend to understand that Filtrexx’s products are advanced and sustainable. However, contractors focus primarily on the initial price rather than the total project cost of ownership when making purchase decisions.

The “Green in Every Way” theme quickly speaks to Filtrexx products’ financial and sustainability benefits. Filtrexx is applying the tagline to its website content, social media, video, email marketing, point of sale, and trade show materials.

The comprehensive solution considers the fact that Filtrexx’s products are green in color. Additionally, the firm’s counsel had trademarked the green color. Filtrexx  joins the ranks of much larger and celebrated firms Tiffany (blue) and Post-it (yellow) in securing trademark protection for product color.

With Filtrexx, green is more than a color, it is a statement of the firm’s commitment to excellence, innovation, and customer service.