Julie worked with Dow Fiber Solutions to brand the miracle fiber XLA. As an ingredient brand in the premium segment, XLA™ brings stretch fiber to a whole new level by creating a perfectly smooth fit, less compressed feel, and more flexible give for everyday luxury all day long. Interbrand developed an engaging identity and idea A Feeling that Lasts which speaks to XLA’s elasticity and emotional benefit of continuous comfort. The orange color communicates modernity and high quality. XLA’s introduction brought Dow a slew of partnerships with designer brands like Alice + Olivia and Citizens for Humanity. 

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Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.


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