Case Study

Domtar: Live on Cougar®

The latest promotion for Cougar, Domtar’s flagship fine paper, is part three in a four part series taking the reader through a narrative journey with DREAM, JOURNEY, LIVE and SHARE. Squires was awarded LIVE and given creative liberty to explore the concept and demonstrate the various strengths of the paper.

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Overview:

Squires & Company has enjoyed a long relationship with Domtar Paper, producing a variety of promotional brochures, swatch books, direct mail and interactive experiences. The latest promotion for Cougar®, Domtar’s premium fine paper, is part three in a four-part series taking the reader through a narrative journey with DREAM, JOURNEY, LIVE and SHARE. Squires was awarded LIVE and given creative liberty to explore the concept and demonstrate the various strengths of the paper.

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Execution:

Conceptually, LIVE on Cougar® examines life through the words of great minds like poets, philosophers, writers and artists. Our idea was to make the piece as compelling to read as it was to look at. To engage the reader, valley folds were introduced and contained a short bio on the person being quoted and production notes for that spread. While various printing techniques, foil stamps, die-cutting and special bindery showcase the paper’s versatility, nothing grabs your attention more than the four fluorescent inks featured. All of these technical challenges are grounded by a vibrant design that creates a perfect vehicle to accentuate Cougar’s many strengths.

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Outcome:

Domtar rolled out LIVE on Cougar® on the opening night of the 2014 HOW Design Live in Boston, where their booth was met with a flood of interest from designers, printers and industry representatives. Early feedback was overwhelmingly positive with many designers returning after opening night to let Domtar know how much they enjoyed it. Based on the success of the project, Domtar has retained Squires to finish the series with SHARE.

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