NEWS: Free PaperSpecs Webinar:Rebranding Lifewater: A Before & After

News – For Immediate Release

Free PaperSpecs Webinar
Rebranding Lifewater: A Before & After
Thursday, January 29, 2015
2:00 p.m. Eastern (11:00 a.m. Pacific)

In this free PaperSpecs webinar sponsored by VMA Storyboard, Justin Ahrens, creative director of Rule29, will give attendees an inside look at the rebranding of nonprofit Lifewater and tell us how the process changed his own life.

VMA Storyboard to donate $1 to Ahrens’ Wheels4Water initiative for each person who registers for this free webinar.

Palo Alto, California – January 14, 2015 – “The power of mission, design and story can lead the design process,” says Justin Ahrens, principal and creative director of Rule29 and featured speaker at PaperSpecs’ next free webinar – Rebranding Lifewater: A Before & After.

The 60-minute webinar will give attendees an intimate before-and-after look at the rebranding of Lifewater, an organization that’s provided clean water and sanitation training to desperately poor people around the world for over 35 years.

“What Ahrens and the Rule29 team accomplished with this nonprofit provides valuable tips and inspiration for designers involved in any type of rebranding project,” says Sabine Lenz, founder of PaperSpecs. “His passion and strong design principles are uniquely illustrated with the work for Lifewater.”

Lifewater’s mission and Ahrens’ story were so compelling, Lenz felt it was time to ask a webinar sponsor to do something unprecedented in the history of the PaperSpecs webinar series. VMA Storyboard readily agreed.

A Special Opportunity to Change the World

lifewater_canvas2You can help to change the world for the better simply by registering for this free webinar. For every person who registers for Rebranding Lifewater: A Before & After, VMA Storyboard will donate $1 to Wheels4Water, an initiative that Ahrens and his friend Brian MacDonald, director/photographer at Wonderkind Studios, started in the summer of 2014.

Free Registration Link:



Special Guest Speaker
Ahrens enjoys digging into a business problem and designing a strategic solution, but he gets a bigger charge out of seeing the positive impact that solution can make for the client and for the world. In that vein, he has developed a philosophy – Making Creative Matter® – that guides his firm and his personal life.

“We believe that design is a powerful business tool—that with great strategy and great aesthetic we can really do amazing things for a company whether it’s for profit or a nonprofit.”

Webinar Highlights
Webinar attendees will hear about the vision behind Lifewater and how their mission inspired the design work. Ahrens will reveal his team’s unique method for refining Lifewater’s brand and image. Highlights include:

  • Before and After Examples
  • Specific challenges on this project
  • How those challenges were faced
  • Real-world results to date
  • Unexpected consequences
  • Next steps for the project


Rebranding Lifewater: A Before & After
Thursday, January 29, 2015
2:00 p.m. Eastern (11:00 a.m. Pacific)

Registration Link:


Who Should Attend
Rebranding Lifewater: A Before & After
will be of interest and benefit to designers and other creative professionals who’d like to know how the power of mission, design and story can lead the process of refreshing the brand of any established company.

PaperSpecs webinars are developed to include inspiring real-world examples, highly useful and easily implemented tips, cutting-edge perspectives from industry thought leaders, and the results of the most current research.

Thanks to the generous support of VMA Storyboard, Rebranding Lifewater: A Before & After is free and open to the public. Space is limited though, so be sure to reserve your seat today for this special event at

VMA Storyboard will donate $1 to the Wheels4Water initiative for each person who registers for this free webinar.

About Justin Ahrens
Justin Ahrens is creative director at Rule29, a branding firm with offices in Geneva, Illinois and Phoenix, Arizona. For more than 15 years, he has led Rule29 in the firm commitment to Making Creative Matter®. Through a collaborative approach to both strategy and design, Rule29 has fostered a culture that encourages the pursuit of wonder through story and involvement in many social causes. Justin has also been a consistent voice for the design community on balancing life and career and is the author of “Life Kerning: Creative Ways to Fine Tune Your Perspective on Career and Life.” Rule29 Wheels4Water

About Storyboard
VMA Storyboard is a new approach to covering the creative world across all media, with a focus on the one thing that creatives of every stripe have in common: a need to tell a story in the most efficient and creative way possible. VMA Storyboard is a place to share ideas, get help, get inspired, and show off your creative work – regardless of medium. Here, you’ll find inspiring projects that play smartly across the print and digital worlds.

About Visual Media Alliance
Visual Media Alliance (VMA) is a nonprofit trade association open to companies and individuals in the visual creative, Web media, marketing, and printing businesses located in northern California, central California and northern Nevada. VMA provides a variety of benefits and money-saving programs to help its members become more successful and profitable. Membership benefits include: group health, business and life insurance at money-saving rates; opportunities to network with peers and collaborate with other types of media companies; business services such as a credit union, payroll service and collection letters; discounts on business essentials like software and office supplies and educational programming; personal and professional development programs for both owners and employees; business-centric education that includes dinner meetings, management seminars and classes, webinars, conferences, and hands-on technical training.

About PaperSpecs
PaperSpecs is a small, independent team on a mission: To make this world a better place through great design by providing inspiring, objective, practical, up-to-date information about paper and printing technologies via easy-to-digest tips and tricks, entertaining back stories, and expert insights. PaperSpecs helps to guide creatives from their initial inspirations to the meticulously designed, beautifully printed and finished projects print and paper lovers cherish. PaperSpecs is exclusively for designers, print buyers and paper professionals who feel a deep passion for the tactile and powerful experience that is paper and print. PaperSpecs website:

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Sabine Lenz
127A Coleridge Ave
Palo Alto, CA 94301
T: 650-321-5152


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