Branding is a vital part of marketing and business. Top brands can take many years to create, and the best brands have huge value. Google, Apple and Microsoft are all estimated to have brands worth over $100 billion.

Successful companies spend time and money on their brand. They represent the heart, soul and style of the business, they convey a promise to the customer expressed through product, advertising, promotion, and customer contact.

Branded design and company personality can now easily extend from promotional material to company offices and workspaces with the recent introduction of customised Etch wall covering fabric from Autex.

The design versatility of Etch wall covering is not the whole story; Etch can be combined with a range of Autex acoustic backings to balance the acoustic design requirements of different functional workspaces.

From mid-performance acoustic backings to manage flutter noise, to the high-performance and engineered absorption of the Quietspace range, Etch has been created to provide seamless design innovation with superb acoustic performance for the built environment. The right combinations of Etch wall covering with Autex's acoustic backing options can be used to literally 'tune a room' for optimum acoustic performance.

Etch is available in 28 colours and in 15 standard patterns, but for a unique design statement, almost any pattern concept or photographic image can be laser 'etched' to enhance a brand, meet spatial design functionality and client desire.

"I'm really excited about our newest innovation," says Daniel Szczepanski, National Sales Manager, Autex NZ. "Etch is yet another addition to the Autex stable of products, developed to help designers design-in acoustic absorption to a space, without the need to compromise on the look, feel and style of the design. Being made by Autex right here in NZ, you know it's made to the highest quality using only safe and friendly polyester fibre."

Etch is a visual layer of expression; a wall fabric combining design, colour and texture.