Unisource
A blank sheet of paper. An idea. A work of genius. Every day, graphic designers are confronted with the challenge to create an original medium that captivates the targeted audience. Those involved in this creative process know that designing a masterpiece is more art than science. As the saying goes, “The Medium is the Message.”
Unisource Worldwide, Inc. has embraced Marshall McLuhan’s adage with its recent uBRAND Made in U.S.A. promotion. When McLuhan originated the term back in the 1960s he believed that, “each medium, independent of the content it mediates, has its own intrinsic effects which are its unique message.”
Unisource’s “how do U define AMERICA?” – a 16-page, process color oversized brochure featuring Unisource’s uBRAND product line – exemplifies McLuhan’s theory, taking the creative process full circle from thought process to production.
The medium, uBRAND paper, becomes the message, a compelling story of defining America solely through photography. In the end, uBRAND paper is sure to become a favorite of graphic artists, designers, specifiers and printers who demand quality, performance, versatility and value.
A Blank Sheet of (Coated) Paper
Behind every new idea, every new medium and every new message, there is a story. In May of 2009, Unisource and NewPage Corporation announced a multi-year partnership that significantly increased their joint manufacturing and distribution relationship.
As a result of this relationship, NewPage now supplies several of Unisource’s most recognized private label brands, including uGLOSS, uVELVET and uDIGITAL. Adding value, the partnership has provided Unisource the opportunity to convert a significant amount of its coated paper supply to a U.S. manufacturer – which represents a compelling opportunity for the company’s customers.
An Idea
The story continues. The medium, uBRAND, is manufactured in America, but for now it’s just a blank sheet of coated paper. The Unisource marketing team gathered together to strategize what they wanted to portray to customers about this new sheet of uBRAND paper. In the true spirit of Mr. McLuhan, they thought, “We have our new product, our new medium, but what’s the right message?”
The team quickly recognized that they wanted to highlight uBRAND as being Made In U.S.A., but they also knew that creatively conveying this message would be a challenging task. Enter designers for RBMM – a full-service branding agency located in Dallas, Texas.
A Work Of Genius
“People have strong emotional ties to their country. So an already powerful image becomes even more moving to an individual who can relate to the subject matter either personally or nostalgically,” said Steve Gibbs, principal for RBMM. He adds, “From a conceptual standpoint, the made in America message and associated themes resonate particularly strong now given the weak economic environment and the rallying call to support American manufacturers and distributors.”
With this idea and messaging, Gibbs and the RBMM design team worked the creative process to craft the medium, which ultimately became Unisource’s uBRAND “how do U define AMERICA?” brochure.
“The American-theme messaging is supported by truly compelling benefits of having paper produced from a domestic supplier,” said Gibbs. “There are so many positives such as the ability to have custom runs and larger orders filled within a timeframe that a competing foreign sheet just can’t match,” said Gibbs. “Our messaging is somewhat subliminal, but we truly think that with all other aspects being equal, an American printer will be more inclined to order paper produced from a domestic source rather than a foreign one.”
And this new paper medium speaks for itself. “As a designer, the beauty of coated sheets – uBRAND in particular – is the suitability of the surface for printing full-color imagery,” said Gibbs. “We strove to include a variety of image types to show that the sheet has excellent color reproduction across the spectrum and across tonal ranges,” he noted.
And A Selling Masterpiece
Like most good stories we enjoy, this one has a happy ending. The final product is truly a selling masterpiece and embodies the meaning of Marshall McLuhan’s teachings. This brochure – printed with a single level emboss and spot gloss varnish – has proven to be a showcase medium and much more than a selling tool for Unisource sales professionals.
“Unisource’s new uBRAND “how do U define AMERICA?” promotional brochure is an excellent sample of ink on paper, and it shows that a value-priced coated sheet can be used for high-end applications and high-end production techniques on press,” said Andrew Dembitz, director of Specification for Unisource.
“The main message that we wanted to convey to people after viewing this promotional piece is ‘for an economy sheet, uBRAND prints exceptionally well’ therefore we wanted to let the imagery and the paper make the case for us, rather than verbally articulating it,” said Gibbs. In other words, “The Medium is The Message.”
And though the pictures which so brilliantly fill the pages of Unisource’s uBRAND “how do U define AMERICA?” brochure speak volumes, the brochure ends with few words:
uBRAND is American made. It is the freedom to express yourself in your own unique way. It is the opportunity for shorter lead times. Faster delivery. Greater confidence. It is a blank canvas for the imaginations of millions. That is uBRAND. America defines uBRAND.
To order your own FREE copy of Unisource’s uBRAND “how do U define AMERICA?” promotional brochure, please e-mail uwwmarketing@unisourcelink.com.
