After the success of our branding for Luna, a No.3 grade paper, we were asked to brand and launch a new high-end paper product for Island Paper Mills. Our strategy centred around the concept of “what is praiseworthy?”. Following research, we selected four celebrated artist/designers whose work and personalities became the vehicle for demonstrating the quality of the paper. Our strategy allowed us to develop the identity and brand, as well as all advertising, promotions and videos. We developed a pair of oversize books aligned with the qualities of two designers each representing heart & soul, and passion & spirit, the same qualities embodied in the paper. Extensive testing by Blanchette Press allowed the paper to reveal just how good it was and how much ink could be applied. Shot in San Francisco and Vancouver with Terry Heffernan and David Gray respectively, the books captured the unique qualities of each designer and their work. We also participated in a 14-city speaking tour showcasing and created an award winning video for the launch.