When the global brands of Champion International Corporation and International Paper merged, one of the results was Smart Papers, a 106-year-old “new” company. In addition to inventing the Smart name and brand, Nesnadny + Schwartz was responsible for virtually every aspect of the new corporate and marketing communications initiatives.
This complex project entailed rebuilding the visual “voice” of the company from the ground up, including a new corporate identity system and related electronic manuals. N+S also produced new trade show displays, signage, merchandise packaging, advertising campaigns, swatch books, and marketing communications materials.
As is often the case in highly competitive industries, the paper business is flooded with gimmicky, over-produced product samples. We elected to stand out by “keeping it simple”— bright colors, bold typography, and clean design to emphasize the consistently solid performance of the Smart line.