Unisource / Paper Catalogue
Copywriting & Copy Editing
Photography Art Direction
As a leading supplier to Canada’s print industry, Unisource needed to dispel the myth that, when it comes to digital printing, paper selection is limited. Oxygen was challenged with creating an enlightening guide for both printers and paper procurers that would stand out, be an accurate and dependable resource for digital paper stock selection, and function as an educational reference piece documenting the diversity of digital printers and printing technologies.
Our concept plays off the reproduction term DPI (dots per inch) and was inspired at the time by the popular TV show CSI. Oxygen developed a uniquely themed and comprehensive digital paper compendium to serve as a handy, free-standing desktop companion (easel format) for designers and printers. Part promotional sales tool, part reference guide, the Unisource Digital Paper Investigator (DPI) offered a unique, “investigative” look at the (under)world of digital printing while cataloguing the complete spectrum of Unisource-supplied digital papers.
The new DPI guide was met with enthusiasm and excitement by Unisource’s national sales force, who hit the streets as digital paper “agents” armed with a trusty digital guide. The enthusiasm spread, and Unisource subsequently dovetailed the DPI theme into a complete branded sales initiative for their sales force across Canada. The guide also achieved a key goal in helping Unisource position itself as a leader in digital imaging papers, and prompted more consideration for digital printing amongst paper procurers.
Copywriting / Jim Rea