Mohawk Streamline was one of the largest product design projects I've ever been involved with, as well as one of the more challenging creatively. It integrated the products of 22 paper brands acquired by Mohawk into a much simpler line of 6 major brands. In the process, a range of iconic paper brands were absorbed by the Mohawk brand, including Strathmore, Beckett, Cross Pointe, Georgia Pacific and others.

However, the result was a major elimination of redundant products, significantly reducing the environmental footprint of Mohawk's manufacturing platform as it eliminated thousands of unique product set-ups, each requiring considerable quantities of water, dies and fiber run through the paper machines during product changeovers.

It also allowed designers to navigate more easily between the product offerings, as we organized products along functional and aesthetic lines based on current design trends. It was a complex exercise of integrating fashion with papermaking in pursuit of efficiency and environmental sustainability.

The launch materials and sampling systems were masterfully designed by Michael McGinn’s team at Designframe NY, now known as Standard Issue.