The James River Corporation asked Waters Design to help
them design, develop and market a new system of recycled papers.
All they had at the time was a name: Graphika.
We launched the brand with a teaser ad campaign
to build name recognition within the design community.
When the product was ready we reprinted the ads
on actual paper stock for direct mail to the
commercial printing industry.
commercial printing industry.
Metamorphika, a product demonstration booklet continued
the name play, and emphasized the need for designers and printers
to change their views about the value of recycled paper.
Straight four-color process printing, without special effects,
was used to show off the printability of the three different finishes
and ten colors in the new system of papers.
Waters Design provided a video and workshop
titled “How to Speaka Graphika” for the James River sales staff.
The product was introduced to the NY design community
with a one night affair at “Club Graphika.”
