Potlatch:
Vintage Line Project: B2B Brand Revitalization
Industry: Paper
Audience: Printers, communications creatives, production managers, paper buyers

With changing expectations among sophisticated buyers, the client engaged us to revitalize the Vintage product line and clarify its role within the paper category. Our work focused on redefining the brand’s voice and positioning to better express its enduring value and relevance. Context • Revitalize Vintage product line for evolving buyer expectations
• Integrate automotive industry context as key system driver
• Clarify Vintage role within the broader paper category
• Redefine brand voice and positioning for greater relevance
• Strengthen expression of enduring value across applications
Criteria

Brand
Strategy Vintage delivers a balanced print surface through neutral brightness and impeccable smoothness—so every image, color, and word appears as intended, without distortion or exaggeration. Brand Promise

91 Brightness Proof Points Preserves tonal integrity without exaggerated highlights. True Reproduction Supports authentic work without altering intent. Even Surface Consistent texture delivers reliable print performance. Trusted Classic Timeless performance trusted across applications and eras.

Vintage is a tried-and-true balanced shade of white that retains image integrity with timeless neutrality. Centering Idea

Character Iconic — A ....
Timeless — ....
Steady — ....
Neutral— ...
Effortless — ...

Brand Logo In the Discovery process, we discovered a font that has the look and feel of a hood ornament. It not only creates a strong focal point and brand recognition, but also addresses the client “Criteria”, creating a starting point for future applications.

Concept Development Creative
Strategy Our concept focused on the word “Vintage” itself. We used familiar cultural phrases to unlock its timeless character, pairing them with museum-style neutrality to elevate the product’s positioning through clarity, authenticity, and enduring relevance.

Copy Tone Working with Kerry Casey, we defined Vintage as cultural shorthand, expressed through familiar phrasing that personifies moments and creates human connection.

Copy Tone Working with Kerry Casey, we defined Vintage as cultural shorthand, expressed through familiar phrasing that personifies moments and creates human connection.

Copy Tone Working with Kerry Casey, we defined Vintage as cultural shorthand, expressed through familiar phrasing that personifies moments and creates human connection.

Performance Sales Guide Engagement Application Our print applications extend product development, using rigorous finishes and techniques to test, validate, and express Vintage’s performance in real-world conditions.

Campaign Posters ...

Premium give-a-ways & tchotchke ...

The campaign clarified Vintage’s role, strengthening perception, guiding specifiers, and establishing it as a trusted, consistent choice for image-driven work.

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