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Woodbridge Launches New Brand Strategy

TROY, Mich., April 4, 2019 – Woodbridge announces the launch of its new corporate brand identity. This strategy represents the company’s ongoing commitment to innovation and product development, while it maintains the foundation that the organization established more than 40 years ago.

The new corporate brand identity includes a subtle name change to Woodbridge and revitalized logo which still incorporates the company’s classic “W” insignia. Together it creates one, distinctive global brand and supports Woodbridge’s highly focused strategic vision as a global leader of foam technology.

The rebrand also included the simplification of Woodbridge’s product names to align with industry nomenclature along with the categorization of each by system type: interior, exterior or seating. Additionally, the company’s products now focus on specific performance attributes they support, such as: comfort, lightweight, craftsmanship, clean, utility, structure and acoustic. This unique approach helps OEMs search for technologies that focus on defined characteristics to improve the design and structure of vehicles.

A new website,, also launched to showcase the contemporized brand. It features a fresh, modern new identity, in-depth product and technical resources and a mobile-friendly, responsive design that helps ensure a fast, convenient user experience.

“As we looked to differentiate ourselves in the automotive industry, we wanted to start at the core of our business and evolve our market presence,” said Mike Fritts, president, Customer & Product Experience for Woodbridge. “Our new brand identity exemplifies our desire to maintain our commitment to create industry-leading foam solutions for our current and future customers.”

The new Woodbridge brand will be rolled out globally during the next 18 - 24 months.

About Woodbridge
Woodbridge is a privately-owned company offering innovative material technologies for applications in automotive, commercial, recreational, packaging, healthcare and building products. In addition to its manufacturing operations, Woodbridge offers a full complement of services including: chemical research and development, product and process engineering, tooling, technical support and accredited laboratory testing. Woodbridge operates more than 50 facilities across 10 countries—employing over 7,500 teammates and serving more than 600 customers worldwide. To learn more, visit

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