Neenah Paper Design & Branding Promotion by Design Army

Promotion

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Industry Stationery
Media Design & Branding
Market United States
Agency Design Army
Chief Creative Officer Pum Lefebure
Art Director Sucha Becky
Released November 2016

Awards

LIA Awards 2017
Design Direct Marketing - Business-to-business Campaign Silver Winner

Credits & Description

Entrant: Design Army, Washington D.c.
Brand: Neenah Paper - Classic Collection Campaign
Corporate Name of Client: Neenah Paper
CEO: Jake Lefebure
Chief Creative Officer: Pum Lefebure
Art Director: Sucha Becky
Designers: Lillian Ling/Diego Jimenez/Rebecca Matt/Ryan Haskins/Angela Milosevic
Photographer: Wenjun Liang
Social Media Manager: Olivia Prinzi
Stylist: Christine De Lassus
Production Company: WENCK BROTHERS, New York
Agency: Design Army, Washington
Design Company: Desigm Army, Washington
Synopsis:
The luxury paper market is very competitive, and it had been nearly 7 years since updates were made to the Neenah Paper CLASSIC Collection. Having previously launched other Neenah Paper lines, they immediately enlisted us to take on their biggest re-brand for their biggest brand – the new CLASSIC Collection. We were tasked to bring the CLASSIC brand back to life, overhauling the dated offerings by creating new colors and finishes, and developing a more timeless look for the new CLASSIC Collection.
Working with Neenah Paper on every aspect of the project, we set out to give the iconic CLASSIC Collection a modern spin. We spent over 12 months in research and development mixing color dyes, testing textures, and conducting printability tests to create a palette of timeless papers. During this long re-brand, we studied every aspect of paper and researched classic hues from the Renaissance period, Paris runways, and even Beijing temples. Inspired by surrealism, the key visuals capture a sense of wonder and showcase the 8 new CLASSIC color hues that are implemented into everything from swatch books to social media. From designing the actual paper to creating the CLASSIC campaign’s wildly inventive surrealist graphics (i.e. life-sized color wheels and envelopes turned haute couture), we worked on every aspect of the re-brand, proving print is anything but dead. Designed by (and for) designers, the new CLASSIC Collection has been consolidated to 3 swatch books, featuring 8 new colors and 2 new textures. There has been a steady increase of sales / orders since the relaunch of the brand and countless media impressions from both the design and fashion industries. Socially, the numbers are up across the board, as Instagram followers alone have increased by 78% (+
500 followers in under 2 months) and engagement growth is over 167%.