U1X_3
Paper B2B Seasonal Campaign
Brand Strategy / Creative Strategy / Identity Design
Photographs and images can lose definition, contrast, and true color on ordinary paper. Potlatch came to us seeking a campaign that emphasized U1X’s superior image fidelity, high contrast, and accurate color reproduction.
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
98 Brightness
Extreme whiteness amplifies contrast and clarity while maintaining control, balance, and visual comfort.
High-white shade
A calibrated blue-white shade enhances color accuracy and detail without introducing glare or harshness.
Triple Coated
Engineered for uniform ink holdout, and consistent printability across text, imagery, and coverage.
Elevated Tactility
A refined tactile surface that signals premium quality while supporting dependable, everyday performance.
A precision white engineered to record not just your marks, but your intent.
Brand Character
Authentic
Vivid
Modern
Pristine
Detailed
Creative Strategy
Concept Development
Our concept is built on the idea that when time and craft go into creating an image, it deserves to be recorded on a surface that captures its soul. To bring this to life, we created the fictional record label Utopia Recordings, where each artist communicates U1X’s features and benefits through the language and attitude of the recording industry.
“Loud, proud, and plenty of soul.”
Identity Design
Photography Selection
With the exception of the custom cover image, photography was sourced from curated stock to give each “artist” a distinct identity and visual voice. This approach allowed us to build a diverse, genre-inspired roster while supporting the feature-and-benefit storytelling across the campaign.
Copy Tone Direction
In collaboration with our copywriter, Dan Roettger, the copy adopts the language and attitude of the recording industry—confident, expressive, and rooted in musical vernacular. Feature-and-benefit messages are delivered as artist perspectives, turning technical performance into stories with personality, rhythm, and soul.
Graphic Asset Development
A custom vector illustration of a record player—needle, tonearm, and deck—was created exclusively for the campaign, forming a distinctive graphic signature. This asset reinforces the recording metaphor while providing a flexible visual element that unifies layouts across applications.
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. French-fold perfect bound, liquid foil, four-color photography, process/spot color, off-line varnish, and process/spot color fields reveal both material integrity and content authenticity.
