Case Study

Domtar: Blueline Website

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Objective:

Since 2007, Squires & Company has helped Domtar Paper create numerous standalone website experiences aimed at designers, printers and paper specifiers. So when it came time to reevaluate their Cougar Paper Community blog, Domtar turned to us. The challenges we faced included developing a responsive website where the audience could read relevant stories on a host of topics pertaining to Domtar’s uncoated paper brands, and view a gallery of work that was printed on their various papers. The site needed to be easily maintained by Domtar’s staff of writers and designers. Furthermore, the design of the former website would need to be rethought for maximum scalability and the name would need to be reconsidered to not limit the work featured to Cougar exclusively.

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Execution:

To begin, Squires suggested that the website’s name be changed from the Cougar Paper Community, to Domtar Blueline, which was already the name of the blog within the former site. This allowed the site to feature work printed on a variety of Domtar’s papers and established a unique name for the audience to remember and revisit. After naming, we began to explore a new masthead/logo for the site. Once the logo design was chosen, we began to reshape the look of the site by creating a new layout for the homepage which put the blog, gallery and product information front and center. The web design was kept minimal to allow the blog entries and gallery pieces to really stand out. The final website gracefully adapts to work on all devices and marks the first fully responsive website Domtar has launched.

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Outcome:

In May 2014, the newly revamped Domtar Blueline went live. The blog and gallery section are now under the careful curation of the Domtar staff. Individual members of their team have access to the WordPress content management system and can easily add blog entries and gallery items as necessary. Domtar continues to cross promote the website through their printed promotions and has plans to launch a printed promotion, Share, which will feature work from the Blueline in early 2015.