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

Photographs and imagery often lose clarity, contrast, and color fidelity on ordinary paper. Potlatch partnered with us to position U1X as the print equivalent of high-fidelity sound reproduction—an integrated campaign translating exceptional image performance into an unmistakably bold visual experience. Context • Preserve image fidelity and true color reproduction.
• Express technical performance through bold visual storytelling.
• Differentiate U1X from ordinary coated papers.
• Create a memorable, ownable campaign platform.
• Support specification through clear product proof points. Criteria

Brand
Strategy The U1X line of papers delivers uncompromising surfaces with refined balance—combining extreme brightness, smoothness, and controlled tone for even, confident print performance. Brand Promise

Blue-White Shade Proof Points Calibrated Blue-White shade removes warmth for true color reproduction. Sharp Halftone Dot Minimal dot-gain preserves detail and tonal control. Triple Coated Triple coated for smoothest surface in class. 96 Brightness Brightness level increases highlights for vivid image separation.

A precision white engineered to record not just your marks, but your intent. Centering Idea

Character Calibrated — Balanced florescence produces high-white surface without the blue cast for increased image clarity.
Brite — 96 brightness amplifies highlights, increasing image contrast.
Smooth — Tripple coated for smoothest surface in class.
Precise — Minimal dot-gain limits ink spread, retaining fine detail.

Concept Development Creative
Strategy Built around Utopia Recordings, artists express U1X’s features through recording-industry language, celebrating images worthy of high-fidelity reproduction.

Copy Tone Identity Development In collaboration with copywriter Dan Roettger, developed recording-industry-inspired copy delivering feature-benefit messages as artist-driven performance stories.

Photography Selection With custom cover photography by Darrel Beaver, curated stock imagery builds distinct artist identities supporting genre-driven storytelling across the campaign.

Graphic Asset Development Created a custom record player illustration as a campaign signature, reinforcing the recording metaphor and unifying layouts across applications.

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

The concept translated technical performance into a culturally familiar narrative, making the product’s benefits more expressive and engaging. It positioned U1X as a sheet that preserves the integrity, contrast, and energy of image-driven work.

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