Upm Raflatac Design & Branding PRO LABEL STUDIO by Valve

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Industry Consumer & Public services
Media Design & Branding
Market Finland
Agency Valve
Art Director Jussi Niemi
Copywriter Robert Pudelski, Stephen Porter, Ian Hamilton
Released March 2011

Credits & Description

Category: Online Digital Design
Advertiser: UPM RAFLATAC
Agency: VALVE
Date of First Appearance: Mar 17 2011
Entrant Company: VALVE, Helsinki, FINLAND
Entry URL: http://www.competitionentries.com/upmraflatac/
Account Director: Taina Tervonen (Valve)
Art Director: Jussi Niemi (Valve)
Senior Designer: Marius Lönnrot (Valve)
Graphic Designer: Samuli Nivala (Valve)
Senior Developer: Lari Niura (Valve)
Developer: Vesa Virlander (Valve)
Developer: Oiva Eskola (Valve)
Developer: Pekka Meskanen (Valve)
3D Artist: Jani Isoranta (ZebraColor)
Chief Executive Officer: Maija Olkkonen-Seppo (Packdesign ID Oy)
Design Manager: Emma Kosonen (Packdesign ID Oy)
Copywriter: Stephen Porter (TenFour Communications Oy)
Copywriter: Ian Hamilton (TenFour Communications Oy)
Copywriter: Robert Pudelski (TenFour Communications Oy)
Communications Specialist: Kirsi Virolainen (UPM)
Head of Marketing, Communications: Sari Raunio (UPM)
Vice President, Communications: Elisa Nilsson (UPM)
Strategic Partner: Timo Kivi (Konsepti Group)
Media placement: Website - Internet - 17 March 2011

Describe the brief from the client
UPM Raflatac wants to implement a targeted website to better reach the designer network. The current website (www.upmraflatac.com) is targeted mainly to direct customers i.e. printers. The new website targeted especially for designers should include visual stimulation and be more focused on creativity and have a clearer focus on the needs of the designers. The basic theme is how to use label materials in a creative way. An important goal for the new website is also to gather information from packaging designers: to get better understanding of what kind of information is important for designers, what challenges they are facing.

Describe the challenges and key objectives
The new website should convey a visually stimulating and creative look, showing label designers the versatility of self-adhesive label materials in creative applications. It should raise new needs within printing houses via designers, and gather feedback from this target group. It should also act as a supporting tool for UPM Raflatac’s sales and printer customers.

We faced several technical challenges. With a high volume of data being presented in a limited web environment, the key was to maintain a fluent browsing experience. Models were created with great attention to detail, as the differences between label face materials are very subtle.

Describe how you arrived at the final design
The site was built and implemented in close co-operation with professional package designers. Instead of a push style marketing site, we thought that the most effective way to approach designers would be to offer something valuable for their actual day-to-day design process. This thinking motivated the whole design process.

Give some indication of how successful the outcome was in the market
The website was launched on March 17 via UPM Raflatac's customer e-newsletter in Europe and visiting rates were very promising immediately after publishing. Further promotion is targeted to label and package designers in Europe in April via different channels in marketing communications. Promotional activities are also targeted to trade press and end-use websites in Europe.