Innovation Beyond the Surface
Connecticut-based TWENTY2 – a full-service wallpaper and textiles manufacturer known for transforming artistic ideas into business opportunities – engaged Powell Allen to evolve its brand identity. The goal was to support and expand TWENTY2’s alignment with Versive’s brand positioning, while articulating the company’s dual expertise and ongoing commitment to innovation, sustainability and creative collaboration.
TWENTY2’s existing brand no longer reflected the scale of its capabilities, the modernity of its methods or the ambition behind its tagline: ‘Materially Different’. Powell Allen’s challenge was to create a bold new identity that could also visually and conceptually express the idea of ‘Innovation beyond the surface’. At the heart of TWENTY2’s brand is a philosophy of evolution – continually advancing not only its craft but the industry as a whole. Powell Allen grounded the rebrand in this forward-thinking ethos, creating a system that is as dynamic and refined as TWENTY2 itself.
The new logo is a modern symbol: a dissected ‘22’ housed within a sliced rectangle. Its overlapping alignment draws inspiration from the physical act of hanging wallpaper or joining textiles at the seam, suggesting rhythm, precision, structure and variation – core principles of pattern making. More than decorative, the mark serves as a visual metaphor for the creative and technical choreography behind TWENTY2’s work. It subtly references printing block techniques, cut-and-join fabrication and the meticulousness of surface design.
Guided by the tagline ‘Materially Different’, Powell Allen developed a tactile visual system rooted in physicality. Rich papers, FSC-certified substrates and layered printing techniques reinforce the brand’s product excellence while reflecting TWENTY2’s eco-conscious ethos. The system also incorporates elements of change – dynamic patterns, overlays and shifting compositions – that embody TWENTY2’s belief in continuous evolution and innovation.
Clean, confident typography is paired with a curated colour and material palette that brings warmth and tactility to every touchpoint – from printed collateral to digital platforms.
Powell Allen’s rebrand of TWENTY2 goes beyond refreshing an identity – it amplifies a mission. It honours the craftsmanship behind wallpaper and textiles while creating space for experimentation, sustainability and collaboration. In the spirit of the brand itself, it is materially different – by design.
TWENTY2 Wallpaper/Textile Credit: Colonnes Cadet by Wayne Pate & Studio Four NYC; Seastone by Rule of Three Studio; Dreamscape by Rebecca Atwood Designs; Poppies Noir by by Wayne Pate & Studio Four NYC; Joie De Vivre by Virginia Kraft; Butterfly by Rule of Three Studio
Identity / Print / Digital
