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.
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CLASSIC® visuals were developed from original concept sketches to final photography on set.
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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.
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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.
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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.
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Go behind-the-scenes with Pum Lefebure of Design Army in the Making of a CLASSIC video.
CREDITS
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