Seeing Paper as the Solution

When it comes to communication, paper is the hero. The invitation is one of the most essential elements of every bride-to-be’s big day. Identity systems define every new startup. Keepsake items come packaged in little blue boxes. Paper helps solve concerns surrounding the environment and waste; as more and more companies are inserting green initiatives into their corporate sustainability reports, the role of paper becomes more critical.

This is the concept behind Neenah's Where Ideas Lead campaign. Each of the key visuals in the new campaign has a sense of movement, giving the feeling that something is about to happen, that the images are leading somewhere. This image, for example, appears as if it’s flowing from the paper machine to the final product, representing the transformation that happens from idea to tangible result.

Design Army's Pum Lefebure, who art directed the campaign, says the way the visuals are staged and lit is a deliberate departure. “Rather than creating an obviously overly lit, staged, and retouched style, we used the more modern photography trend of being honest within the images. These images are designed to look like you might be looking at these items under the lighting at your own desk. This adds to the idea that these visuals, these blank papers, are open to being uniquely designed by the viewer, allowing each person to create their own solution.”

Paper continues to be a necessary tool even in the digital age. Paper creates an emotional connection that digital communication will never be able to replicate. The touch of paper offers an intimate connectivity that creates one-on-one moments. This “traditional” way of communicating is highly tactile, highly personal, and has become more important as consumers are looking to engage with brands on a deeper level.

Neenah offers the solutions for companies from local to global. Beautiful fine papers and packaging products, wide format display graphics and label papers, countless custom capabilities—Neenah has a solution to take each unique business idea wherever it might lead.