In 2017, Neenah refreshed its beloved 55-year old CLASSIC® brand to make it bigger, bolder, and more colorful. The team first conducted market research through regional focus groups with designers, merchants, printers, and end users. We then developed 8 new colors and 2 new textures based on current market trends and audience feedback, producing social and PR campaigns to educate designers and end users on the power of premium colors and textures to increase open rates and ROI.
Strategy & Creative Direction: Design Army (Pum Lefebure), Neenah (Kingsley Shannon, Kathy Kemps, Ellen Bliske, Dallas Franklin)
Design: Design Army
Print & Production: Fey Printing
Photography: Paul Siekert, Design Army