Sappi

To tell the full story of Sappi Digital Papers—Opus DX, McCoy and Flo—and celebrate the launch of the game-changing Opus DX cross-platform paper, we built a campaign around the family of digital papers, concepting and designing a set of swatchbooks to illustrate how certain paper grades meet specific project needs. Through a concerted effort of craft, design, technology and messaging, we made one thing very clear: the real difference is Sappi. To usher in an all-new look for Sappi Digital Papers, 50k directed cover illustrations and accompanying interior patterns by Santtu Mustonen, a New York-based artist working in textural 3-D renderings.

The books also feature commissioned photography by Amanda Jasnowski, whose fresh eye brings a unique energy to the brand. Containing multiple looseleaf print demonstrations across device and finish, the swatchbooks not only act as useful tools in paper selection but also tell each grade’s story through palette and composition.

We created promotional postcards for each paper grade and packaged these, along with the three books, in a custom case we designed for the suite of launch materials.

Sappi Digital Papers push the boundaries of printing like you’ve never seen before—and we push the boundaries of McCoy in this 52-page promotional sample we call Surface. Featuring work by artists Akatre, Mario Hugo, Geoff Kern and Tom Darracott, among others, the sample demonstrates that the printing possibilities with McCoy digital papers are indeed bottomless.

Surface’s interior offers exploded-view process stories and detailed production notes to explain how each work was achieved. The takeaway is that the possibilities are limitless, shaped by the designer’s imagination and matched with a true innovator in offset and digital printing.

Education, training, consulting and more—that’s what creatives, printers and designers alike can expect to find at Sappi etc. As part of our efforts to help Sappi launch this online repository for all things past, present and future, we created a brandmark to fit the company’s latest online identity. A ring of steadily evolving geometric shapes represents Sappi’s technological progression, from the circular dot of traditional printing to the square pixel of modern digital imaging, underscoring the company’s leadership in both worlds.

To bring the Sappi etc. campaign full circle, and to more people, we concepted and created a direct mail series that reflects the site’s messaging and the portal’s capabilities. Each postcard highlights the duality of Sappi etc., juxtaposing traditional features with modern, digital functionality. For instance: Sustainability—searchability. Offset—online. Binding—blog. The tagline Learn Something New. Every Day. inspires audiences and directs them to the source—site.

Through a print and digital campaign driven by Learn Something New. Every Day., we promoted the Sappi etc. site launch—and created a framework that could easily adapt across channels and platforms. With placement in trade and design publications, in-print and online, the ads let audiences know where they could access the latest industry insights and historical collections.

When Sappi approached 50k to think through how to reintroduce their recently unsurfaced archives, the team jumped at the opportunity to honor the paper company’s rich heritage. Having designed and developed Sappi’s education, training and consulting website, Sappi etc., 50k created a new space online for the archives called The Reflected Works, which features optical character recognition so every word on every page would be fully searchable.

The collection launched at the 27th Veritiv Paper Show with a print promotion that featured curated photographs and samples from the collection printed over a chrome silver ink flood—broken up into three booklets across Advertising, Promotion and Education. By looking back through the pages, there is a deeper understanding of the power of print, reminding audiences that paper endures and is a part of everyday life.

First impressions are important, especially when it comes to print quality. Color, image, contrast, balance—a single glance is all a decision takes. To help printers and merchants impress their customers with digital printing, we worked with Friend+Johnson to curate a photo library for the Sappi Digital Design Center. Covering verticals from cars to fashion and travel to dining, the images are artful, expressive, relevant and—most important—user’s choice.

With its Digital Design Center, Sappi gives printers and merchants the driver’s seat—but it was our job to get them there. We created a direct mail series to rev up interest, educate audiences and steer them to the action.