Industry: Paper Manufacturing - Below: Before Image, Rebrand Images, Summary,Credits

Summary:
"The way we've sold paper over the past 150 years is not the way we will sell it going forward." That, from our initial agency interview, was permission to change everything.

Challenge - Seeing the papers at the mill, in isolation from their marketing materials, even the young designers responded positively to them. Each of Neenah's paper offerings was so narrowly focused on perceived audiences that it practically barred entry to others. Product names such as Classic Linen, Classic Laid and Classic Crest and applied aesthetics were more prominent than the brand.

Strategy - Sell Neenah first. Individual products come and go in time. The brand lives on. Flip the hierarchy. Chances are if someone likes using one Neenah paper they will try another.

Result - High positive feedback from designers and sales team. Environment, our first rebranded line rose 30% in the first year. Brand collateral is now consistent.

Credits:
Client: Neenah Paper - www.neenahpaper.com

Rebrand by: Design Guys, Inc. - www.designguys.com
Creative Director: Steve Sikora
Designer: Kelly Munson
Writer: Jeff Mueller
Photography: Stock photography, Jim Brandenburg, Aveda, Forest Stewardship Council, Hemlock Printers
Printer: Fey Publishing

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