Neenah Paper’s directive to us was to communicate all the ways in which the company had executed its strategic plan in becoming a more focused and agile fine paper company. The annual report needed to express both the specialized niche focus of Neenah’s products and culture as well as the straightforward accountability of their strategic planning and execution. We found that in many ways, the qualities that made Neenah a more interesting and competitive company, also positioned them strongly to weather the economic downturn. We developed a typographic solution, based on a series of terms that communicate these differentiators—which are simple and direct—and then executed the typography in unique and surprising ways, relevant to each topic. It is very straightforward in message, yet at the same time highly expressive from a visual standpoint.