Australian Paper

Saxton Paper writing kits, May 2007.

Saxton Paper’s brief to the studio is to develop promotional work that inspires the end user to explore the potential of paper, by communicating with paper in a meaningful and memorable fashion. The 2007 Saxton writing kits is the result.

There are two kits. Each kit has three designs, expressed as six greeting cards and matching writing paper, twelve envelopes with Saxton propaganda as a security pattern, and a writing guide all in a neat shipping envelope.

The designs take on a decorative and ambiguous look, allowing the end user to caste whatever meaning they deem appropriate to each design and occasion. Some of the designs are abstract, some are literal, some use raw pixels, others use flat colour, there are gradated and continuous tones, there is rustic collage and hard line work.

The project was in the studio and in production for six months. The concept, imagery, writing and products was developed by Andrew and Shelley, the project was printed and finished by Gunn & Taylor. We hope that the customers of Spicers Paper and Australian Paper enjoy using the kit, as much as we enjoyed bringing the idea to life.

Our client Australia Paper is very special. Their collaborative approach to developing the brief and work allowed us to do what we do best. Thank you again for this opportunity AP.

Note books with postcards insert in the cover pocket

A range of notebooks

Notebook covers and notebook

Notebooks — type version

Notebook with motif

Notebook with cover/poster

In January 2008 Spicers Paper commissioned the studio to continue the Saxton paper conversation with fine paper specifiers. A comprehensive campaign has been put together speaking of Saxton‘s exclusive distribution through Spicers Paper, the addition of several new paper weights, and FSC endorsement ( an internationally recognised green accreditation).

To avoid developing a typical environmental campaign we develop a concept around the notion of — the community rediscovering and getting back to the good life. The good life can be many things. It can be about — thinking in broader terms of the consequences of ones actions; the making of quality ideas; and developing durable choices over disposable choices.

This notion invites many interpretations and in the spirit of the abundance of outcomes of people and communities getting back to the good life, we invited a range Brooklyn based illustrator Edwina White, designers Tin & Ed, photographer Earl Carter and London based photographer Shara Henderson to develop their idea of what the good life might be.

The studio mapped out a communication programme which resulted in several items being realised across twelve months including… Saxton note books with poster wraps (4 kinds), a range of postcards (6 kinds) and print advertising, a new four colour guide, type guide and a stationery guide for small to medium printers.

We have documented the note book range will used stocks, mono and full colour printing and a range a finishes.

As part of the Good Life campaign the studio has produced for Saxton paper a guide for small to medium printers to assist their customers who utilise their local print shop to design and produce stationery systems. The guide taps into the notion that people outside of the design industry are looking to personalise, or design their stationery systems.

American graphic design writer Ellen Lupton explores this idea in her 2006 Princeton Architectural Press publication — D.I.Y. Design It Yourself, she states in the opening pages that — design is art people use.

The idea of non-designers designing can be quite threatening to design professionals — we say bring it on. At the very least it will help normal people (who don‘t design for a living) experience the process of making design. D.I.Y may also help normal people discover that making design isn‘t as easy as it looks, or that design doesn‘t happen magically on the computer.

Visit Saxton Paper here, visit Ellen Lupton‘s design-your-life journal here

2002 Saxton Paper promotion campaign / Australian Paper / Jan 2001
Concept, publication design, writing, image making
***  2002 AGDA Pinnacle award

Product promotions to event designs… an Australian paper brand looking to express a unique version of Australia. Over ten years we have produced over 50 promotions designed to be a handy part of customers world.

The project covered a range of expressions – paper based promotions, non paper based promotions, and ongoing brand building to students.

We love it.

Brand, one of the many variations

Brand

A typeface developed for Saxton

Typeface detai

Pape rmini notpads

Visual diaries — Australian theme

2002 Saxton Scholars call for entires

Saxton Beauty visual journals

Saxton Scholars poster

Saxton visual journal poster — Get in touch with your inner pirate

Saxton type guide

2007 Saxton Scholars call for entries

2005 Saxton Scholars image

Graphic custom lettering

Ripper! – Pip and Co’s Australia made brand

Optix adapted brand with graphic interuption and new tag line

Hand collating

Custom envelope

Covers

Spread detail

First spreads

Second spreads

Optix paper is one of several key products manufactured by Australian Paper and distributed by paper merchants Spicers Paper and CPI Paper. Optix has over 30 different colours (a spectrum of colour) across a range of weights. It has been some time since the paper has been any significant promotion. The client wanted to the studio to put in place an outcome that in effect relaunches the range.

In December 2009 we were charged to research, rethink and proposition Optix paper. The main theme we established is that – Optix of all the papers in the market place, is by its very nature a vibrant, exciting and visible stock, and it is these qualities we seek to celebrate.

The project saw the development of several technical printed, marketing and communication outcomes. The initial response was to identify printing techniques which performs well on the stock — strong line graphic and text. To enhance the effect of printing special and process colours on the paper it self. The quality of visibility was an idea that we presented across the whole promotion – in a new brand mark, a brand tag line, the printed pieces and to the ideas expressed in the pieces – A guide to the modern extrovert.

The Optix brand has a new proposition that invites designers to create communications that – stand out and be seen. The piece invites viewer to use colour to impress, have communications noticed and move away from boring white paper and have some fun!

It is a practical working print sample which explores ideas of how people stand and be seen in the community. The piece is printed and finished in four colour process, and in special colours on Optix 110gsm and 200gsm.

All components have been designed and manufactured in Australia, supported by the Australian Made logo which is available to go on any Optix printed piece your designers, printers or end users produce.

The printed piece is made up of five mini booklets that guide you on being an extrovert and propositions you on how you can stand out. Bound by an Optix ribbon, it is designed to inspire and showcase that printing on colour can add impact and the wow factor to end printed materials.

The entire suit of images and writing has been researched and developed by the Studio. Each piece irreverently explores, contrasts and re-purposes contemporary methods that exist in culture where people have stood out. These writings have been reworked and put into an Optix context, these include:
– Commercial product review or guide
– A journey in stardom
– A body of work or the development of a movement
– The How to get rich scenario
– Developing a manifesto, action, collective or association

To compliment the campaign the studio have developed a new website that explores colour, which also has information about Optix, along with a gallery documenting projects around the programme.

The project was printed by Gunn & Taylor, please visit this post to see the project coming off the press. The studio to save money is hand collating, fixing the Optix ribbon and stuffing in the custom made envelope.

Visit the Colour Collective here

The finished kit

First reveal

Second reveal

Often we are invited to respond to a problem with predetermined outcome; such as we need a brochure, or website. There are also occasions where we are encouraged to solve a problem by researching and developing possible outcomes, be it a website, an event or action, or a printed communication.

Australian Paper wanted a gift for their visitors, customers and partners and we thought is would be an idea to put aside the corporate gift brochures full of pens, mouse mats and stress balls and put people in contact with their product – paper. Developed in 2001, this paper kit with four page greeting cards and matching envelopes was wrapped in a paper carrier that protected the contents and invited, illustrated, instructed receivers to tool up and make and creating their own greeting card range.