Style & Substance on McCoy®


What story will you tell on Sappi’s McCoy? Sappi recently sponsored the Brand New Conference, a two-day event in Nashville that featured corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

We heard many unique stories from the presenters, but two of our favorites were from Nashville hometown heroes: Goo-Goo Clusters and the Tennessee Titans. Goo-Goo Clusters’ story is one of re-invention. The company took a regional, old-school brand from local to national and extended their offering from one candy to a host of products. Although they faced this comprehensive company change, The Goo-Goo Clusters brand identity has remained true to its history while leaving room for product growth. From reinvention to invention, the story of The Tennessee Titans told how a relative newcomer to NFL Football needed a consistent identity for a team that had no local history and had yet to earn a winning season. Unifying a team, a town, and fans was no easy task, but they created a cohesive visual language delivered on a storytelling platform they’ve created. True to form for a conference about branding, the branding for the conference was, in and of itself, spectacular. One standout element was the conference program—which was printed on McCoy Silk, 120lb McCoy Cover and 100lb McCoy Text by Classic Color. The production values on this piece were very high level. The Brand New team hot glue-gunned Swarovski crystals to every cover. And, the lush rich graphics, full coverage, bright colors and edge-to-edge ink coverage told a great story for the conference, but also for the printing quality, surface, and runnability of McCoy. In the program, each speaker and sponsor’s story was told visually through a spread filled with images of their work, a bio for the speaker, and copy describing what the sponsors make. Often the last piece to be created for a conference, the Brand New Conference program delivered a high-quality graphic expression perfectly married to the content of the conference. We loved the piece…and you can too since the first 50 people to email us their mailing address will get a copy of this program. Enjoy! Does that make sense?

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