Product category:
Design services
News Release from: Ziggurat Brands
Edited by the Marketingservicestalk Editorial
Team on 30 May 2008
Ziggurat designs Lumi paper brand
campaign
Lumi paper's new brand campaign, conceived and designed by Ziggurat Brands, cements an enlightened collaboration between the paper manufacturer and its UK distributor.
Ziggurat Brands rose to the challenge set by paper manufacturer Stora Enso and its UK distributor, The Paper Company, when in summer 2007 it won the pitch to develop a marketing campaign for Lumi paper In spring 2008 a print campaign will launch to promote Lumi paper, bringing to life the theme of 'see the beauty in everything'
This article was originally published on Marketingservicestalk on 8 Feb 2008 at 8.00am (UK)
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It is the result of an enlightened approach to the brand building challenge that saw the paper manufacturer and distributor work together, combining their product and market knowledge to the benefit of both parties.
Ziggurat Brands managed the entire project from strategic planning and positioning, through research and creative workshops that unified the team and ensured that all parties were committed to a shared brand vision.
The Lumi campaign will be instantly memorable.
A series of stunning photographs of eight creatures not usually considered for their aesthetic attractiveness, commands closer inspection.
Animal photographer Steve Hoskins used a 'chiaroscuro' technique to reveal the various animals' intrinsic beauty through focusing the viewers' attention onto the detail of the surface textures that have evolved to suit the needs of their diverse environment.
The images and accompanying copy support the Lumi proposition for technical reliability and intrinsically beautiful print results.
The audience for the campaign encompasses design and creative specifiers on the one hand and printers on the other.
The look and feel and tone of voice of the campaign has been designed to appeal to both.
As well as enhancing the brand's reputation for technical reliability, the campaign also highlights the breadth of the range, shiny creatures therefore - snake, scorpion, frog and armadillo - denote art paper, while the rhinoceros, pig, monkey and pelican are associated with the silk finish.
Continuing the animal metaphor, Ziggurat uses the creatures as dividers within the swatchbook, correlating the various animals' weights with that of the papers.
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