Vintage_2
Paper B2B New Product Campaign Launch
Brand Strategy / Creative Strategy / Identity Design
The client approached us to introduce a new Silk finish to the Vintage paper line, tasking us with highlighting this innovation while integrating the automotive industry—the line’s largest purchaser—into a campaign that celebrates surface, craft, and customized expression.
Brand Strategy
Narrative Platform
Brand Promise
Vintage Silk delivers a refined printing surface that enhances touch and visual depth—without compromising image integrity or intent.
Brand Pillars
91 Brightness
A measured brightness delivers clarity without harshness, creating a clean, consistent foundation across all finishes.
Refined Surface
Vintage surfaces are double calendered to reduce dot gain and preserve image fidelity.
Craft Performance
Engineered to perform reliably across demanding print techniques, applications, and production environments.
Tactile Expression
From smooth to matte, McCoy surfaces are meant to be felt and seen without compromise.
An iconic white canvas, unwavering through time and trend. Finished Differently.
Brand Character
Soft lustre
Iconic
Timeless
Neutral
Effortless
Creative Strategy
Concept Development
Working with out writer, Amie Valentine, our concept, Vintage Vroom, builds on a real market truth: the automotive industry is the largest purchaser of the Vintage product line. Drawing from automotive design and vintage hotrod culture, the campaign concept explores customization, surface, finish, and light as indicators of performance and craftsmanship—making the connection between material choice and perception tangible.
New Product Introduction
To introduce and distinquish Silk while promoting the full Vintage line, we collaborated with car-culture icon “Big Daddy” Roth to create Silk Fink—an original Fink illustration that brings motion, personality, and surface expression to the launch while staying rooted in Vintage’s graphic heritage.
Identity Design
Photography Selection
For Vroom, we shifted from custom photography to a curated stock library—expanding diversity in imagery, color, and perspective while maintaining consistency with the Vintage visual language.
Graphic Asset Development
Original Brand Logo
Evolved Campaign Logo
We evolved the Vintage logo from the previous campaign to introduce Vroom, extending the system while preserving the mark’s original purpose and integrity.
The Finishing Line
Our applications are an extension of applied product development—using demanding print finishes and techniques to test, validate, and express Vintage’s performance. In-line and off-line varnishes, iridescent varnish, touch-plates, four-color photography, metalic inks, color fields, and a split fountain reveal both material integrity and content authenticity.
