U1X_1
Paper B2B Product Line Campaign
Brand Strategy / Creative Strategy / Identity Design
In the hyper-white paper category, smoothness and surface quality are often overlooked. Potlatch asked us to highlight brightness and softness, drawing on fashion to make the tactile experience tangible.
Brand Strategy
Narrative Platform
Brand Promise
U1X delivers uncompromising whiteness with refined balance—combining extreme brightness, smoothness, and controlled tone for even, confident print performance.
Brand Pillars
Dot Precision
The sharpest halftone dot in the industry—preserving fine detail, edge integrity, and tonal control across images and typography.
96 Brightness
Extreme whiteness amplifies contrast and clarity while maintaining control, balance, and visual comfort.
Blue-White Shade
A calibrated blue-white tone enhances color accuracy and detail without introducing glare or harshness.
Elevated Tactility
A refined tactile surface that signals premium quality while supporting dependable, everyday performance.
High-definition white with a light touch.
Brand Character
Luminous touch
Vivid
Modern
Pristine
Detailed
Creative Strategy
Concept Development
Touch Me Baby reframes U1X through tactility—treating surface feel as a measurable, expressive experience rather than a secondary attribute. Drawing from fashion culture, the concept uses lifestyle vignettes and the personification of the hand to translate surface stimulation into human sensation, making touch the primary way U1X is understood and desired.
“Touch Me Baby”
Identity Design
Photography Selection
Photographed by fashion photographer William Clark using both digital and 8×10 Polaroid formats, the imagery captures the tactile range of U1X—translating gloss, velvet, and silk finishes into visible, touch-driven sensation.
Copy Tone Direction
In collaboration with writer Johnathon Graham, the copy uses wit and sensory language to mirror touch itself—playful, intimate, and immediate—so surface qualities are felt emotionally before they’re understood technically.
Graphic Asset Development
Graphic assets visualize touch as a system—using the hand as both symbol and scale to map degrees of surface sensation. Linear markers, gestures, and progression cues translate tactility into a visual language, reinforcing U1X as a paper defined by feel that can be sensed, compared, and understood.
The Finishing Line
Our applications are an extension of applied product development—using demanding print finishes and techniques to test, validate, and express U1X’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.
