In 2017, Neenah refreshed its beloved CLASSIC® brand to make it bigger, bolder, and more colorful than ever before. Following market research and regional focus groups with designers, merchants, and printers, our team launched 3 new swatchbooks and a paper promotion with 8 new colors and 2 new textures into the marketplace.
CLASSIC® visuals were developed from original concept sketches to final photography on set.
Our team worked closely with internal and external R&D partners to develop 8 new CLASSIC® colors to round out the existing color palette and stand the test of time.
To educate designers on the power of color and texture to increase open rates and ROI, our team produced dynamic social and PR campaigns to increase engagement throughout the launch.
To celebrate the CLASSIC® launch at HOW Design Live in Chicago and Boston, our in-house team designed a 100% CLASSIC® paper suit and dress to debut at our tradeshow booth.
Strategy & Creative Direction: Design Army (Pum Lefebure), Neenah (Kingsley Shannon, Kathy Kemps, Ellen Bliske, Dallas Franklin)
Swatchbook and Promotion: Design Army
Tradeshow Booth: Neenah In-House Team (Dallas Franklin, Danielle Tobin)
Print & Production: Fey Printing
Photography: Paul Siekert, Design Army