U1X_2
Paper B2B Product Feature Campaign
Brand Strategy / Creative Strategy / Identity Design
In the blue-white paper category, excessive fluorescence can compromise color fidelity. Potlatch came to us seeking a campaign that emphasized accurate color reproduction and positioned their sheet as a premium balance of brightness and true color.
Brand Strategy
Narrative Platform
Brand Promise
U1X delivers uncompromising whiteness with refined balance—combining high 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.
High-White Shade
A calibrated bright white shade enhances color accuracy and detail without any blue cast that over-brightening can create.
Elevated Tactility
A refined tactile surface that signals premium quality while supporting dependable, everyday performance.
A white so true, every color finds its voice.
Brand Character
True blue
Vivid
Modern
Pristine
Exact
Creative Strategy
Concept Development
To expose what was happening behind the scenes of the blue-white paper category, we created a color-activism platform positioned as
“True. Not so blue.”
Framed as a satirical movement, the concept introduced a fictional color preservation group—complete with fabricated members, a color extinction list, and a tipped-in letter from the “President” of the Color Preservation Society of America—to dramatize the industry’s overuse of blue and champion U1X as a defender of true color.
Identity Design
Photography Selection
Photography was selected from stock to allow for greater range and narrative flexibility—enabling individual visual stories to live within the larger platform. This approach let us cast color, gesture, and subject matter intentionally, reinforcing the idea of color preservation while adapting the message across surfaces, finishes, and audiences.
Copy Tone
In collaboration with copywriter Dan Rupert Kahn, our messaging adopts a confident, anthemic voice—smart, slightly irreverent, and culturally aware. Using wit, parody, and declarative statements, we reframe technical color accuracy as a cause worth defending, turning industry insight into commentary that feels intentional, informed, and quietly provocative rather than promotional.
Graphic Asset Development
We developed a full suite of graphic assets to bring the U1X concept to life, including a full-spectrum color gradient to emphasize bright, vivid color. Custom protestor visuals and a series of button graphics were created to reinforce messaging and position campaign slogans with impact.
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-plate, four-color photography, fluorescent and metallic inks, and solid color fields reveal both material integrity and content authenticity.
