FaceSoft Towel Company


In an effort to convey FaceSoft’s new era of towels that are both superior in quality and environmentally conscious, its logo needed to symbolize the dawn of a new day. The incorporation of the rising “O” emphasizes the environmental, optimistic, and forward-thinking nature of the company. Taking typeface, curvature, and emotions into consideration, the end result left Chris taken aback by the professionalism yet warm personality captured within the logo.


When his towels were finally ready for the world to enjoy, Chris came to the realization that the FaceSoft Towel Company was in desperate need of a rebrand due to the absence of a company purpose, message, vision, and overall professional look and feel. It was evident that without a successful rebranding strategy,
he would never see the success that he knew his towels were capable of achieving.

However, he didn’t have the skills to develop a strong brand identity, produce consistent marketing campaigns, or execute a complete rebrand - which is why we stepped in.


Once the new brand was approved, the second phase began: tackling all creative with the company’s new identity. The new logo, tagline, and color palette were strategically implemented across all marketing templates, along with all copy to support the new messaging. Here, the brand was brought to life.


In the midst of developing an extensive branding strategy, there was also the immediate need for press and trade show materials. While simultaneously researching FaceSoft’s history, evaluating its audience, and developing a brand identity— Keenability was also pitching press releases, hand-crafting the trade show booth , and creating content for the trade show materials.

"Recently, I committed to a trade show that was 2 weeks away and I had no creative for my booth. Keenability provided a package that included strong, strategic, and impactful creative. Their team even designed and built a display wall for our products which drew retail attendees into our booth! Keenability understood my deadline and cost challenges; they kept costs down to a minimum. Great job!"

Christopher Nemeth


We believe videos are one of the best ways to develop a connection, establish familiarity, and build trust between brand and consumer. To further market and advertise FaceSoft, we proposed Chris and his partner Rebecca film professional videos. We suggested that they speak to their mission and product line, as well as about the harms of microfiber and how they planned to solve the problem. After the location was prepped, scripts written, and equipment set up, Chris and Rebecca filmed a six video series, resulting in amplere-sharable content and another effective marketing tool to add to their toolbox.


Did we mention that a website was also being built?

FaceSoft’s original website reflected the old, immature brand and was built more as a portal for sales from influencers. The majority of the company’s revenue was coming from social media marketplaces instead of organic searches. There was a need for a new, user-friendly website and SEO strategy in order to grow their online presence, boost page views, strengthen website engagement, and increase direct e-commerce sales.


Keenability set out to develop a new site from scratch with ambitious goals: to generate consumer sales, act as a lead-generation tool, and communicate the new and improved brand voice, look, and messaging. It was essential to capture FaceSoft’s playful yet genuine brand personality and make it come alive throughout the design. With bright colors, branded fonts, serene lifestyle pictures, and impactful content, now every online visitor can truly experience the essence of the FaceSoft brand.

After the website’s site plan and wire frame were outlined, and the copywriting and SEO properly prepared, the final phase was to code the front and back end. The final website design resulted in easy navigation, authentic messaging, superior aesthetics, and growing SEO searches. With a simple and elegant structure matched with a straightforward user experience, visitors are now able to seamlessly find and purchase products, resulting in increased brand awareness and a boost in sales.