Sappi was a global powerhouse with a myriad of product offerings and geographic strongholds, but it lacked a cohesive story and business strategy. VSA helped Sappi unite its disparate business entities into “One Sappi” with a global rebrand and a category-shifting reimagination of its purpose.
Sappi had previously identified as a pulp and paper company, but our work together unlocked a bold new purpose: to create a more sustainable future for the world through renewable resources.
This strategic work led to a global rebrand with an identity rooted in nature, regeneration and cyclical visuals. The identity work was particularly strong because of how strategic the choices were. Overlapping layers nod to the design principle of collaboration, circular elements speak to the circular economy, and the contours honor the wood that powers the renewable cycle.
Our identity work is also distinctly human. Through an emphasis on the people at Sappi, we were able to unite their different cultures, products, and business units around a shared purpose.
It also extended internally, with the global employee engagement campaign Thrive25. This work united the previously siloed business units across Asia, North America, and South Africa by giving them a common narrative and reshaped purpose, which came to life via recruiting campaigns, environmental design and internal messaging.
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