McCoy_2
Paper B2B New Product Launch
Brand Strategy / Creative Strategy / Identity Design
Our McCoy client approached us to launch a new sheet finish—a significant shift from coated to uncoated paper—expanding the line and presenting the full product family.
Brand Strategy
Narrative Platform
Brand Promise
McCoy delivers uncompromising visual clarity—producing the sharpest halftone dots, cleanest edges, and intensified color so printed work appears exactly as intended.
Brand Pillars
Dot Precision
The sharpest halftone dot in the industry—preserving fine detail, edge integrity, and tonal control across images and typography.
Bright White
An exceptionally high brightness level (96) increases contrast and intensifies color, making images appear cleaner and more vibrant than on a 91-brightness sheet.
Blue-White Shade
A calibrated blue-white shade removes warmth from the sheet, preventing yellow or creamy cast and allowing images, grays, and whites to reproduce cleanly and accurately—without influencing color balance.
Finish Consistency
Available in gloss, velvet, silk, and uncoated finishes, McCoy maintains predictable ink response and clarity—allowing greater finish choice without sacrificing precision.
High-white coated performance without the coat.
Brand Character
Au Naturale
Bright
Precise
Fresh
Detailed
Creative Strategy
Concept Development
The campaign plays on the product name itself: “McCoy” means the real thing, complete and unfiltered. Our concept mirrors uncoated paper’s role within the McCoy family—where performance, brightness, and tactility are experienced without interference, au naturel.
This direction allows McCoy uncoated to stand confidently alongside gloss, velvet, and silk—proving that clarity, brightness, and tactile presence.
“The Full McCoy?”
New Product Introduction
Text Weight
Cover Weight
Silhouetted figures personify the range of the offering: lighter forms represent text weights, while a heavier presence signals cover. As they strip off their outer layers to the music, the gesture becomes both literal and symbolic—removing layers to reveal the sheet’s true character.
Idenity Design
Photography Selection
Photography for the campaign was selected to complement the soft-edged, humanized tone of Matte McCoy. Each image paired candid, character-driven portraits with witty, narrative captions to bring the paper to life through personality and storytelling.
Copy Tone Direction
In collaboration with writer Dan Rupert Kahn, the copy adopts a conversational, character-driven tone—using wit, observation, and familiar voices to humanize paper performance. By speaking through friends, family, and acquaintances, technical attributes like brightness, softness, and tonal moderation are revealed organically, making the work engaging, aspirational, and instructive without sounding instructional.
Graphic Asset Development
Our graphic assets emphasize dot clarity through two distinct pattern backgrounds derived from McCoy’s halftone performance. Enlarged dot structures create energy and benefit focus while visually demonstrating sharp definition, contrast, and separation—transforming a technical advantage into a clear, ownable graphic language.
The Finishing Line
Our applications are an extension of applied product development—using demanding print finishes and techniques to test, validate, and express McCoy’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.
