sappi global + Sappi north america
In simplest terms, Sappi is a paper company (no, not like Dunder Mifflin, I know you’re going to ask that). They’re a global renewable resource company that unlocks the power of trees to make every day more sustainable.
^ Why yes, I did indeed write the previous line for Sappi Global’s website, along with every other headline on the site, which you can find here.
Sappi North America is a subsidiary of Sappi Global, which has over 15,000 employees on 5 continents. My work with Sappi Global is largely behind-the-scenes branding—guidelines, web refresh, internal training, figuring out how to explain “cellulose” to laypeople, etc. In addition to contributing copy to a website that has to work across the globe, I was a key player in building Sappi’s first-ever Voice + Tone guidelines.
Everything else on this page was created for Boston-based Sappi North America.
holiday kit
Designers: Lauren Johnson, Elaine Palutsis, Jimi Geiyer | ECD: YanYan Zhang | Photography: Lauren Johnson, Andrea Dunn
If I could marry a project, it would be the Holiday Kit. It’s a direct mail piece on steroids sent to Sappi’s customers each holiday season as a “thank you” and a “look how cool our paper and packaging products are please buy them I love you".
This project is a writer’s dream, and my dream became a reality when my “Care, fully” concept and copy informed the design. And! The 2019 Holiday Kit was shortlisted for a One Club Award.
direct mail + Print Pieces
Ideas that matter call for entries
The ask: Celebrate the Ideas that Matter grant program’s 20th anniversary by enticing a record number of designers to apply with this cool direct mail piece.
The answer: This cool direct mail piece.
Dscoop conference giveaway notebook
The ask: Give away a cool notebook that would inspire the shit (am I allowed to say “shit” on here?) out of designers at the annual DSCOOP conference.
The answer: A silky-smooth, brighty-bright notebook chock full of designer-y things. Conceptualized, written, and edited by yours truly.
Packaging direct mail piece
The ask: Appeal to Sappi’s key customer base (old, white guys) with a gorgeous kit that showcases their new packaging capabilities.
The answer: Golf.
e-Blasts
Every company needs to do its part in clogging inboxes, so I did that on behalf of Sappi North America. Here’s just a small sample of recent email marketing.
social
While they don’t have a huge social media presence, Sappi uses Instagram to have some fun with their voice and visuals, and this is where I most-often get to sneak in some cutie puns. Here’s a sample of my recent contributions.
long-form Digital
Sappi has a marketing site—Sappi POPs—where they publish articles on industry insights and ideas. I’ve written a few on the power of paper that you can read here, here, and here.
print ad
I even got to squeeze a print ad out of this B2B client to promote McCoy, their fanciest paper.
Great photos by Mark Smalling. Janky YouTube videos by me.