Case Study

Domtar: Share On Cougar®

The final promotion in a four-part series, Share On Cougar®, exhibits the best work printed on Cougar® paper and explores how sharing brings people together.

Share Cover
share_11
share_12
share_04
share_09

Objective:

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, concludes a four part series taking the reader through a narrative journey with DREAM, JOURNEY, LIVE and SHARE. Squires was awarded SHARE and given the problem of creating a promotion that had a narrative element that explores why people share and could also feature a gallery of work that had been produced on Cougar and was curated on Domtar’s blog, Blueline.

share_10
share_05
share_07
share_06
share_08

Execution:

We began with a beautiful cover design that looks and feels luxurious and establishes a black tie style that carries throughout the piece. The word “Share” was meticulously hand-lettered and produced as a sculpted multi-level emboss that is a fantastic showcase of how well the paper letterpresses.

The narrative explores the concept of sharing and how it connects people using warm photography and friendly copywriting.

About midway through the book, it becomes a gallery featuring outstanding work submitted to Domtar’s Blueline blog that was printed on Cougar® paper. We wanted the look of the gallery section to feel prestigious and show off the unique aspects of each piece.

Finally, there are inserts within the brochure that encourage the audience to “share” with others. A series of postcards are perforated and inserted into the back of the book along with a mini-poster that can be kept and displayed. The poster repurposes the hand-lettered type, but this time with a multi-color approach that is striking and beautiful.

share_03
share_09

Outcome:

On May 4th, 2015, Domtar launched the Share On Cougar promotion at the HOW Design Live conference in Chicago, IL. People from all corners of the world stopped by the booth to grab the promotion and supplies flew off the shelf. Squires was honored to design two of the four promotions in the series and also be part of the promotional launches at HOW Design Live.