PAPERSTORY Design & Branding PAPERSTORY by Publicis Singapore


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Industry Stationery
Media Design & Branding
Market Singapore
Agency Publicis Singapore
Executive Creative Director Ajay Thrivikraman
Art Director Tam Ivy San, Tattoo Yar Wen Sen, Astari Bratahalim
Copywriter Alex Lim, Kee Wei Shern
Producer Stephenie Lee, Kelvin Lee
Photographer Aaron Ang
Released April 2010

Credits & Description

Category: Stationery
Advertiser: PAPERSTORY
Product/Service: PAPER MERCHANT
Date of First Appearance: Apr 1 2010 12:00AM
Chief Creative Officer: Calvin Soh (Publicis Singapore)
Executive Creative Director: Ajay Thrivikraman (Publicis Singapore)
Creative Director: Alex Lim Thye Aun (Publicis Singapore)
Art Director: Tattoo Yar Wen Sen (Publicis Singapore)
Art Director: Tam Ivy San (Publicis Singapore)
Art Director: Astari Bratahalim (Publicis Singapore)
Art Director: Alex Lim Thye Aun (Publicis Singapore)
Copywriter: Kee Wei Shern (Publicis Singapore)
Copywriter: Alex Lim Thye Aun (Publicis Singapore)
Photographer: Aaron Ang (Shooting Gallery Asia)
Producer: Kelvin Lee (Shooting Gallery Asia)
Digital Imaging: Wishing Well Asia (Wishing Well Asia)
Producer: Stephenie Lee (Wishing Well Asia)
Motion Media Works: Motion Media Works (Motion Media Works)
AMX Audiophiles: AMX Audiophiles (AMX Audiophiles)
Media placement: Letterhead - Mailed To Clients - 1 April 2010
Media placement: Namecard - Distributed To Clients - 1 April 2010

Describe the challenges and key objectives
Every piece of paper has a story to share. Each comes with its own touch and feel. We wanted consumers to experience and remember this unique feel that comes with the different types of paper.

Describe the brief from the client
PAPERSTORY, a newly set-up paper merchant wanted to communicate its wide range of specialty paper.

Describe how you arrived at the final design
The logotype uses different types of printed paper because every piece of printed paper tells its own story through its unique texture. The simplicity of the logotype lies in the uncontrived method of folding the 10 alphabets of PAPERSTORY. Each alphabet is formed by the contrasting play on positive and negative space. By using different types of printed paper, there are permutations of the logotype. Namecard/letterhead: Each logotype permutation comes with a matching type of paper. This becomes a marketing device for PAPERSTORY to showcase the types of paper it has and allows recipients to feel the paper.

Give some indication of how successful the outcome was in the market
"I’m very pleased with the corporate identity design. It definitely reflects my vision of telling my customers about the different types of paper we have. And not just any type but the right one for them. But what I really like about it, there’s so much possibilities with the design. Every permutation tells a different story." (Quote from Jeanette Lim, Managing Director of PAPERSTORY)