Thoughts on Identity
When Mohawk acquired International Paper’s fine paper brands, it gained one the most time-honored names in writing papers, Strathmore. Known for its application in stationery and corporate letterhead systems, Strathmore was respected in the marketplace but suffered from years of underpromotion. VSA reopened the dialogue with a targeted audience of designers—-small studios, sole proprietors, corporate staff—to communicate the value and versatility of Strathmore as a vehicle for communicating corporate and brand identity. The “Hello” promotion was a highly designer-friendly and functional introduction to identity design, with advice ranging from color use and visual hierarchy through watermarks and digital production.