International Paper Turns the Page

The Result

Alongside of their branding agency we helped to define the new visual style through exploration and collaboration. IP wanted innovation to be at the front of their new digital presence—which was a remarkable departure from their current reputation as a traditional paper provider.

This was achieved with a fresh new logo, provided by the branding agency, and together we arrived at a new color palette, new photographic style imagery that conveyed contemporary sustainability, and thematic elements and messaging pointing to the future.

Stakeholder Collaboration HCD Workshops

The approach began with a series of Human-Centered Design workshops with several key stakeholder groups in order to gain knowledge and alignment. Starting the Marketing & Technology groups, North America, EMEA, South America, Product & Positioning to Content we uncovered what the global teams needed the International Paper website to be next.

Thinking Outside of the Box

With an agreed focus on innovation and a non-geo specific image style, the new brand extension to their website had to be lean, clean, and easy to use.

Information Architecture

We chose to consolidate the website for a lean user journey that provided more context along the way making the site much easier to navigate projecting an outward appearance of the brand as being organized and efficient. Using taxonomy, personalization and recommendation engines, products and topics were dynamically served along the user’s path.

Wireframe Page Layouts

Based upon the new site’s architecture, page wireframes laid out the content strategy for copy writers and global business units to start conceiving their messaging.

The Cat’s Now Out of the Bag Box

With the successful launch of the new brand and website we continued to support International Paper with design optimization, new features, and strategic recommendations to provide deeper personalization, engagement, and increase conversions. Serving International Paper to help communicate their positive global impact was an honor and an outstanding experience for me.