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Wausau

living in brandland
Paul Wharton, creative vice president of Larsen Design + Interactive, writes: ìWhen Wausau Paper asked us to help them demonstrate how beautifully Royal Complements and Royal SilkPlus work together, we said, ëLetís not just tell, letís show!í Since Larsen has been working with them for the last year to revitalize the Wausau Paper brand, we felt it was timely and helpful to discuss how great brands are nurtured. The greatest challenge when discussing branding is to find an authentic voice with a fresh perspective. We chose to discuss how branding has changed, why brands evolve, and why careful brand planning is essential. And it had to be fun to read and visually intriguing to use. We chose an intimate 6" x 81/2" format, and kept the format simple, yet chocked full with tidbits of information. It is pure pleasure to create ideas on these papers. SilkPlusís subtle colors and surface make imagery snap, and the deep, rich colors of Complements handle embossing, foil stamping, engraving, metallic inks, extremely well.î Larsen Design + Interactive is an 30-year-old award-winning communication design and strategic marketing firm providing visual communication in both traditional and interactive media. Paul Wharton (pictured above) has more than 22 yearsí experience in design; he is a past president of AIGA Minnesota and lectures frequently on design-related topics.
Contact: www.wausaupapers.com

Smart Papers

kuhlmann leavitt gets sweet task
Smart Papers has unveiled the largest-ever expansion of its flagship cast-coated papers. Says ceo Tim Needham, it is the ìmost ambitious expansion yet in its 75-year history.î A new swatchbook and collateral materials display the lineís deep colors, foils, metallics and pearls, offering ìeye candy for the creative mind,î according to marketing director Tom Kleimeyer. The respected St. Louis-based design firm Kuhlmann Leavitt, Inc. was given the task of taking the legendary brand into the new territory of colors, helping to shape the palette as well as the collateral. Notes principal Deanna Kuhlmann-Leavitt (pictured above), ìThe versatile palette of colors and finishes was crafted to serve a range of end users and marketplaces. The identity is intentionally a combination of dignified and playful - a nod to the gradeís rich history and new direction. The Pete McArthur photography supports this balance and is remarkable imagery for demonstrating Kromekoteís printing and finishing capacity.î Contact: 800.443.9773 or www.smartpapers.com

YUPO

svp keeps a sense of humor
Yupo is a synthetic paper that is bright white, durable, smooth, water resistant and wipes clean. SVP Partners, a communication design firm located in Wilton CT, approaches all concepts for advertising and sales promotion for Yupo by emphasizing and demonstrating the special attributes of the materials. The visual style is clean and fresh, and has a touch of humor that has been a signature for the brand. Shown here is a recent piece that continues the ìDo It On Yupoî theme. SVP produces annual reports, sales and marketing collateral, corporate identity, exhibits and websites.
Contact: 888.USE.YUPO or www.yupo.com

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