Appleton Coated
U1X Line Project: B2B Seasonal Campaign
Industry: Paper
Audience: Communications creatives, Production & Print Managers, Paper Buyers, Printers

In the blue-white paper category, excessive fluorescence can compromise color fidelity. We partnered with Appleton Coated to devlope a campaign that emphasized accurate color reproduction and positioned their sheet as a premium balance of brightness and true color. Context • Create a new seasonal campaign celebrating color in its truest form.
• Establish premium position through color fidelity and optical balance.
• Differentiate brightness without sacrificing tonal accuracy.
• Communicate calibrated blue-white shade and controlled fluorescence.
• Highlight detail retention through superior halftone performance.
Criteria

Brand
Strategy U1X delivers uncompromising whiteness with refined balance—combining high brightness, smoothness, and controlled tone for even, confident print performance. Brand Promise

Optimal Florescence Proof Points Calibrated florescence will not distort color with blue hue. Sharp Halftone Dot Minimal dot-gain preserves detail and tonal control. High-white Shade Blue-white removes warmth for crisp color reproduction. 96 Brightness brightness level boosts highlights, for clean image separation.

A white so true, every color finds its voice. Centering Idea

Character Calibrated — Balanced florescence produces high-white surface without the blue cast for true color reproduction.
Clean – 96 brightness boosts hightlights for clean image separation.
Smooth — Tripple coated for smoothest surface in class.
Direct — Minimal dot-gain limits ink spread, retaining fine detail.

Concept Development Creative
Strategy Framed as a satirical movement, Our concept introduced a fictional color preservation group—complete with members, a color extinction list, and a tipped-in letter from the “President” of the Color Preservation Society of America—to dramatize the industry’s abuse of color and champion U1X as a defender of true color.

Copy Tone Identity Development In collaboration with Johnathon Graham, developed witty, sensory copy that mirrors touch, making surface qualities felt emotionally before technical understanding.

Photography Selection Photographed by William Clark in digital and Polaroid formats, capturing U1X finishes as tactile, touch-driven visual sensations.

Graphic Asset Development Developed full graphic system with protestor visuals, gradient color, and button assets to reinforce messaging and unify campaign expression.

Performance Sales Guide Engagement Application Our print applications extend product development, using rigorous finishes and techniques to validate and express U1X's performance in real-world conditions.

A show of support We developed campaign buttons pairing color-aligned protest slogans with bold messaging, amplifying identity through high-impact visual statements.

Photography Selection We developed campaign buttons pairing color-aligned protest slogans with bold messaging, amplifying identity through high-impact visual statements.

The concept gave U1X a clear, differentiated voice within a crowded category. It reframed technical color accuracy as a cultural conversation, making the product’s advantage easier to understand and remember.

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