It’s no secret I love paper. But over the last decade, things got kind of dicey for the industry I love. Social media became the darling of marketing, and web design got all the attention. Print sales were already declining and a bad economy only sped up the process. Every industry goes through this kind of reset, but not everyone can adapt to the changes needed to survive. A few suppliers got out ahead of things and started advocacy campaigns: Paper Because, Down to Earth, Do You Know the Facts – but much of these resources seemed to focus on promoting and educating those within our industry. That’s not a bad place to start, but to have a lasting impact the industry needed to change the perceptions of those outside the industry. As the economy gradually recovered something interesting happened, people unfamiliar with the industry were becoming enamored with paper. And when you think about, there’s no more perfect medium than paper for connecting people. It’s this sentiment that is at the heart of the new consumer advocacy campaign by The Paper and Packaging Board, How Life Unfolds.
I recently asked my fellow LinkedIn group members what’s the first thing you do when you receive a print sample. There were two responses that came up repeatedly. One, there should be a support group for ink on paper sniffers; and two, print is a highly sensory experience. My experience with Sappi’s promotion, Print &, is … Read more
It took until the final season of Mad Men, for the show’s creator to enlist the work of iconic graphic designer Milton Glaser. The man who is synonymous with the advertising look of the late 60’s will have the ads he designed for the premier of the final season begin appearing next week on buses … Read more
We finally dug into the new direct mail promotion from Sappi and is does not disappoint. If you don’t already know, Sappi makes coated papers and is probably best known for their McCoy brand. All we can say is this is one piece you don’t want to miss. It’s chock full of good marketing info, … Read more
OK, we know self promotions had better be good. It’s your shot at wooing perspective clients and demonstrating how your creative skills can impact their business. While we’ve seen a lot of creative promos over the years, this one by Pencil Agency in London caught our attention. The agency is known for creating bespoke content … Read more
They don’t get produced the way they once did, but annual report design has not lost its creativity. In this bold annual report for Noble Development created by Farmgroup – the piece was produced without one drop of ink. The creative team let the paper be the star of the show, employing strong print techniques … Read more
Paper has been around forever, it’s the original communicator. Ed 15 – Interactive Print from NewPage shows how paper + print just keep getting better. Finding new ways to connect to the audience as well as with other media, proving collaboration trumps competition anytime. To have that kind of staying power, print has been re-imagining … Read more
Just in time for the holidays, venerable Veuve Clicquot gets creative with the new ‘Fashionably Clicquot’ packaging, combining both fashion and function. When its cover is removed, the Fashionably Clicquot’s pleated paper pack unfurls to transform it, from an elegant package containing the Veuve Clicquot Yellow label, to an ice bucket! The pleated ice bucket and … Read more