Case History: Rolling a Wide Product Out to a Wide Market
When International Paper wanted to launch an extensive family of wide format ink jet printing media specifically aimed at graphic designers and architects, they turned to Meyer Creative for help.
Product name and logo design
Identity
I researched the existing competition, observing customer focus groups in Memphis and California to help determine whether the product should be marketed as a stand-alone line, or under the banner of an existing International Paper brand. I then furnished a marketing recommendation and rationale report including a number of name options for the new product and the pros and cons of each. The name selected was my first choice – Panorama.
I researched the existing competition, observing customer focus groups in Memphis and California to help determine whether the product should be marketed as a stand-alone line, or under the banner of an existing International Paper brand. I then furnished a marketing recommendation and rationale report including a number of name options for the new product and the pros and cons of each. The name selected was my first choice – Panorama.
Oversized gate fold pocket folder and insert sheets for wide family of products
Collateral
After designing a logo, I created marketing materials to introduce the new family of products to the company’s sales force, distributors and customers.
After designing a logo, I created marketing materials to introduce the new family of products to the company’s sales force, distributors and customers.
Ream wrap and label design
Packaging
Packaging and labels were created for each of the products in the extensive line, which included both paper and film. The common visual elements were designed to brand them as part of the Panorama family, but each of the individual products utilized different color schemes and imagery to differentiate them from each other.
Packaging and labels were created for each of the products in the extensive line, which included both paper and film. The common visual elements were designed to brand them as part of the Panorama family, but each of the individual products utilized different color schemes and imagery to differentiate them from each other.
Series of magazine spread ads
Advertising
I produced a series of magazine ads using design, illustration and architectural elements to promote Panorama to its intended markets. I recruited an architectural firm to make sure the elements of the illustrations which included architectural drawings were accurate and properly displayed.
I produced a series of magazine ads using design, illustration and architectural elements to promote Panorama to its intended markets. I recruited an architectural firm to make sure the elements of the illustrations which included architectural drawings were accurate and properly displayed.
Countertop media comparison tool
Point-of-Purchase
A counter top sample display was designed to be used in paper and media supply stores to demonstrate the range of printing capabilities of the different paper and film media included in the Panorama line.
A counter top sample display was designed to be used in paper and media supply stores to demonstrate the range of printing capabilities of the different paper and film media included in the Panorama line.
Sample carrier and swatchbook
Sample Books
A swatch book and sample folder were required to support ongoing sales, and also honor requests for information at the International Paper sample center.
A swatch book and sample folder were required to support ongoing sales, and also honor requests for information at the International Paper sample center.
Free standing display
Trade Show Signs
To facilitate one-on-one sales opportunities, a series of free standing trade show panels were designed. Large format posters, some using illustrations done for other projects, were produced to demonstrate the printability of the new media.
To facilitate one-on-one sales opportunities, a series of free standing trade show panels were designed. Large format posters, some using illustrations done for other projects, were produced to demonstrate the printability of the new media.