McCoy_1
Paper B2B New Product Launch
Brand Strategy / Creative Strategy / Identity Design
With a new category of bright-white papers emerging, our client requested a campaign that put the emphasis on their bright-white sheet, McCoy, with the introduction of a new finish, Matte.
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
Halftone Dot Precision
The sharpest halftone dot in the industry—preserving fine detail, edge integrity, and tonal control across images and typography.
98 Brightness
An exceptionally high brightness level that 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.
Meet Matte: the finishing touch to McCoy’s bright-white family.
Brand Character
Soft touch
Bright
Precise
Fresh
Detailed
Creative Strategy
Concept Development
Guided by McCoy’s brand idea, high-white, you can feel, our campaign introduces Matte McCoy as a character—using personification to translate brightness, softness, and tonal control into human terms. Wit and observation replace specification, making performance felt rather than explained.
“Have you seen Matte McCoy?”
Identity Design
Photography Selection
Campaign Level 1 Image
Photographed by award-winning photographer Geof Kern, the feature image creates anticipation, and concept entry point—introducing Matte McCoy as a character so the paper is understood through personality, tone, and performance in addition to specification.
Campaign Level 2 Images
Image selection was intentional and performance-led. We curated soft, tonal imagery to test and demonstrate how the paper’s surface, brightness, and texture support images that benefit from controlled contrast and natural color rendering.
Copy Tone
In collaboration with writer Dan Roettger, 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.
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.
