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The Paper and Packaging Board was launched in 2014 to promote and increase consumer appreciation for the importance and value of paper in our everyday lives. This was their first Annual Report and served as an important introduction to their stakeholders and target audiences.
We’ve never had a purer idea for an Annual Report concept, and we’ve never been more unsure of the risk, (but that’s when we knew we were on the right track). The idea was simple: What if we handwrite the entire AR? We used seven unique paper stocks (representing their key stakeholders in the paper and packaging sectors) and hand-wrote and illustrated every detail on every page. The format of the book mimics the stepped construction of paper swatch books. Using only black and white ink allowed the paper to provide the only color throughout the book. We called this year’s report “Pen and Paper” and that’s all it is.
There’s a humanity, a playfulness and an elegance in the purity of this concept. It was a big visual risk, but one we’re thrilled we were able to take.