Print Works! 2018 (Lindenmeyr Munroe) by Surface & Panel

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Print and paper tell an interesting story

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As you know, designers spend a significant time on print campaigns to attract, excite and motivate their readers to action. Time and consideration are given to each color,

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readerâ&#x20AC;&#x2122;s attention in comparison to competing media?

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This issue brings you the stories behind how combining the power of print and

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paper can have positive outcomes, both in style and in revenue. The merchant and

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manufacturing members of the NPTA serve the printers, publishers, graphic design

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and marketing professionals that generate print. We work hard to provide the graphic

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community with access to new and exciting ideas that will help them execute their

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creative visions.

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NPTA members provide the quality products, high level of service, accessible

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inventory and order fulfillment that is required to produce memorable work. With 116

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years of association experience, NPTA members work to not only deliver products, but

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provide education and training to the industry.

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There are a variety of resources offered to the print community by the association.

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Please visit the Merchant Map to help you locate a merchant in your geographic area. They can help you to fill an immediate need or advise you on ways to increase the

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effectiveness of your print campaign. Please visit www.gonpta.com to learn more.

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We hope you enjoy this edition of Print Works! and together we uncover the value,

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effectiveness and sustainability of this wonderful industry.

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Sincerely,

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Bill Meany

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PRINT WORKS ! 2018

is a prime example of a publication with an impressive past and a boundless future.

This Magic Moment Lovepop doesn’t just sell the most interesting, innovative and keepsake-worthy greeting cards on the market. It sells “magical moments.”

Anomaly Skateboard enthusiast combines passions to create vibrant new print magazine.

The Make Project Machinery maker Biesse produces a polished magazine that tells stories to inspire and connect with customers.

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Scott W. Angus

Bedford Falls Communications

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NPTA Member Directory A listing of businesses by category.

Into the Fold Entrepreneur applies natural gift to create origami that’s appealing and functional.

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rwagner@bedfordfallsmedia.com GRAPHIC DESIGN

Karen Leno/KML Design, Inc.

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CONTRIBUTORS

Scott Angus | Dan Davidson | Phil Riebel | Mitch Tanis

ON TH E COVE R : PROMOTING

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AND

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PROOF AE

Key findings from a US survey.

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Print and Paper in a Digital World

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to the Paper and Packaging Board’s “How Life Unfolds” campaign.

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Inspirational lifestyle magazine The Red Bulletin

Paper masterpieces to stoke your creative fires

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The Red Bulletin Inspires Readers

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NPTA's chairman, Bill Meany, shares his

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From the Chairman

PROD

Contents

Delivering the unexpected, The Red Bulletin tells lifestyle stories of inspirational people and their achievements from around the world of Red Bull and its playgrounds.

Print Works! is published on behalf of NPTA, the National Paper Trade Association, headquartered at 330 N. Wabash Ave., Suite 2000, Chicago, IL 60611. Toll-free: 800.355.NPTA (6782) or 312.321.4092, Fax: 312.673.6736, e-mail: NPTA@ goNPTA.com. ©2018 Bedford Falls Communications, Inc. 302 N. 3rd St., Watertown, WI 53094 PH: 920-261-1947.

Before there’s a statue on the shelf, there’s a name in an envelope.

Paper plays a starring role in the creative process, from the initial inspiration to the rounds of drafts that become a winning screenplay. And when the final scene has been shot and the critics have spoken, the ultimate achievement comes down to a single piece of paper— the envelope. Learn more at howlifeunfolds.com.

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The Red Bulletin Inspires Readers ‘TO LIVE LIFE BEYOND THE ORDINARY’

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BY SCOTT W. ANGUS

U.S. EDITION

BEYOND THE ORDINARY

EAGLE MASTERS DISRUPTING AN ANCIENT ART IN MONGOLIA

TACKLE LIFE LIKE MIKE HORN TACKLES ANTARCTICA

ULTIMATE

LUCHA LIBRE

EXPLORER 0417Cover-US_MikeHorn;39_View.indd 1

AN OUTSIDER BREAKS INTO MEXICAN WRESTLING

March 2018 Next-Level Fitness FIND ALL INSIDE opening NOW spread SUBSCRIBE

D E TA I LS

NEXT-LEVEL FITNESS DON’T TRAIN HARDER. TRAIN SMARTER.

Here, five world-class athletes share workout secrets and mental tips to help you get stronger, faster and leaner—and otherwise crush it this summer. Words WILL COCKRELL

Pro rugby star Carlin Isles shows off his explosive power with this modified push-up.

Photography MIKO LIM

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or a print product to succeed today, it must have credibility and quality. That’s according to Cheryl Angelheart, the U.S. publisher of The Red Bulletin, and the inspirational lifestyle magazine she leads is a prime example of a publication with an impressive past and a boundless future. “Print must have a collectability factor built into it, which means its production values must be high,” Angelheart said in a recent interview with Print Works. “Unlike digital content that may be viewed for seconds, people continue to keep, share and display premium print products. The publications that will thrive are the enthusiast specialty brands that engage and enrich people’s passions.” CO NTI N U E D O N PAG E 10

PRINT WORKS ! 2018

U.S. EDITION MARCH 2018, $4.99

U.S. EDITION

BEYOND THE ORDINARY

STAR WARS

EXTREME ICELAND

Diego Luna goes rogue for a blockbuster

HANGING WITH THE WORLD’S TOUGHEST SEARCH AND RESCUE SQUAD

GAME ON

RAW PASSION

Our holiday buying guide

GET FITTER, FASTER & TOUGHER

SECRETS

WHO RECORDS AN ANALOG ALBUM IN ONE TAKE? UH, AWOLNATION JUST DID

OF STRENGTH

“WE ARGUE ALL THE TIME”

FIVE WORLD-CLASS ATHLETES SHARE THEIR TRAINING PLANS

The Red Hot Chili Peppers’ recipe for success

A BETTER WORKOUT

The calisthenics revolution is here

STREET SMART

ULTIMATE

GET

FOCUSED Swimmer Anthony Ervin harnesses his inner rebel in the greatest comeback of 2016

SURVIVAL

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INSIDE

Mountain biker KATE COURTNEY, reigning U.S. national champion, has some strong advice.

48 Hours with the Alaska Coast Guard

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Here’s how the company’s website describes The Red Bulletin: “Delivering the unexpected, The Red Bulletin tells lifestyle stories of inspirational people and their achievements from around the world of Red Bull and its playgrounds.” Angelheart expanded on the concept: “We are visual storytellers within the worlds of adventure, sports, music, culture, technology and innovation.” A recent issue included a story on five environmentally friendly places to grab drinks, a feature on a master shoemaker who turns Air Jordan tennis shoes into art, an exploration of America’s steepest ski run and a visit to a hotel room that’s also an art exhibit. Angelheart describes the magazine’s target audience as “high performers, adventure seekers, risk takers and creative thinkers.” The Red Bulletin is published in four languages with nearly 2 million copies distributed across the U.S., Austria, Germany, Switzerland, France, the United Kingdom and Mexico. Subscribers, who December 2017 pay $12 for a one-year subscription, Jean Claude Van Damme account for almost 100 percent of the

opening spread

425,000 copies distributed in the U.S., with newsstand and sampling efforts rounding out circulation. The magazine got its start in 2005 when Red Bull bought its first Formula One racing team. That same year, The Red Bulletin launched a daily newspaper printed on-site during the Monaco Grand Prix, and it became an ongoing component of the Formula One

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The Real Damme Deal Words: Nora O’Donnell Photography: Miko Lim Styling: Rasheeda Ameera

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Jean-Claude Van Damme at Milk Studios in Hollywood.

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season—giving racing fans a closer look at the track, the pit and the inside world of racing. Two years later, the magazine broadened its focus and expanded into a monthly publication distributed throughout Austria, showcasing the world of Red Bull—including sports, music, events, athletes and culture. Building on its success, the magazine began

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“Delivering the unexpected, The Red Bulletin tells lifestyle stories of inspirational people and their achievements from around the world of Red Bull and its playgrounds.” CO NTI N U E D FRO M PAG E 10

CO NTI N U E D FRO M PAG E 10

Rescue swimmer Jon Kreske off the coast of Kodiak Island, Alaska: “Even the best training is only a pale shadow of what’s to come.”

mber 2016 ast Guard ng spread

THEY BATTLE WAVES THE SIZE OF A HOUSE TO SAVE THE LIVES OF THE SHIPWRECKED AND FLY MISSIONS IN FEROCIOUS STORMS OVER THE BERING SEA. BUT THE RESCUE SWIMMERS FROM THE ALASKA COAST GUARD HAVE LEARNED HOW TO BREEZE THROUGH EVEN THE MOST TESTING WORKING DAY. WORDS: ANDREAS ROTTENSCHLAGER PHOTOGRAPHY: JUSTIN BASTIEN

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expanding distribution around the world, with the U.S. edition launching in 2011, timed with Red Bull Media House launching its first dedicated media subsidiary in Santa Monica, California. While print is a key channel for The Red Bulletin, it isn’t the only one. Its fans crave variety, Angelheart said, so the magazine provides content experiences and shares stories in varying formats. Some stories are best told through digital or video, which are offered through Red Bull TV, RedBull. com and various social channels. “Other stories come to life better in a more tactile format,” Angelheart said. “Print allows our fans to dive deeper into the story with longer format storytelling

HELL

ON WHEELS May 2016 Hell On Wheels opening spread

THEY RIDE MOTORBIKES ON VERTICAL RACETRACKS, RISKING THEIR LIVES FOR JUST FIVE DOLLARS A SHOW. THE WALL-OFDEATH HELLRIDERS ARE SAVING AMERICA’S OLDEST EXTREME SPORT—BY LIVING THEIR OWN RADICAL FORM OF FREEDOM.

Stunt rider Charlie Ransom, 52, braves the Wall of Death in Florida.

WORDS: ANDREAS ROTTENSCHLAGER PHOTOGRAPHY: JIM KRANTZ

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PERFECT

November 2017 than what we typically offer digitally.” Kai Lenny opening spread Engagement with readers is essential, and print delivers. “As a print magazine, we have the opportunity to engage readers for longer amounts of time,” she said. “And with 100 pages, we can create inspiring content that speaks to a variety of people and interests.” Red Bull Media House publishes two special print editions of The Red Bulletin each year. The Innovator and Social Innovator editions dive deep into technology, innovation, start-ups and social entrepreneurship. In 2017, The Red Bulletin also partnered with the Magnum Photo Agency on the occasion of the agency’s 70th anniversary. It kicked off the

FOIL

What happens when you’re one of the best in the world at every existing board-related discipline? You resurrect another one. Why Kai Lenny is set to redefine what we believe is possible in the water. Words: Josh Dean Photography: Christian Anwander

Lenny—competing here in an SUP race around New York City—has emerged as one of the sport’s top athletes.

THE RED BULLETIN IS PUBLISHED IN FOUR LANGUAGES WITH NEARLY 2 MILLION COPIES DISTRIBUTED ACROSS THE U.S., AUSTRIA, GERMANY, SWITZERLAND, FRANCE, THE UNITED KINGDOM AND MEXICO. SUBSCRIBERS, WHO PAY $12 FOR A ONE-YEAR SUBSCRIPTION, ACCOUNT FOR ALMOST 100 PERCENT OF THE 425,000 COPIES DISTRIBUTED IN THE U.S., WITH NEWSSTAND AND SAMPLING EFFORTS ROUNDING OUT CIRCULATION.

partnership with a Magnum-themed issue and creative exhibition celebrating the agency’s sports photography. Not surprisingly, Angelheart doesn’t see The Red Bulletin slowing down any time soon. “The Red Bulletin will continue producing impactful stories with breathtaking photography that engage readers who crave sports and adventure, are music and culture enthusiasts and are interested in tech and gaming spaces.” PW

PRINT WORKS ! 2018

The Multigenerational Brand Builder

LET’S FACE IT— PROMOTING YOUR BRAND IS EXPENSIVE. WHETHER A BRAND IS A START-UP OR WELL ESTABLISHED, ANY MARKETER, CREATIVE OR BUSINESS OWNER WANTS TO MAKE SURE THEIR TIME AND RESOURCES ARE INVESTED CORRECTLY TO GENERATE THE MOST SUCCESSFUL OUTCOME. Enter generational marketing, or the process of marketing to specific groups of people based on age who share the same preferences and experiences that distinguish them from other generations. The number one goal of any brand is to stand out in an oversaturated marketplace, and generational marketing is one way to do this. Studying the values and nuances of specific generations will allow you to tailor content and messaging to better resonate with your target market.

Many marketers and creatives might be surprised to learn that print is still the media that creates that critical WOW factor that makes your brand memorable and connected. Regardless of age, print generates a higher sense of brand recall than any other medium.1 While print is the constant in any omnichannel approach, it’s important to remember the nuances of different generations and how they interact with print in order to get the biggest bang for your brand (and buck).

BABY BOOMERS: When creating a printed piece targeting Baby Boomers, keep the tone fun and lively. This generation doesn’t like to think of themselves as growing old, so target their life stage, not age. And don’t cut the copy—sifting through vast amounts of information makes members of this generation feel like they’ve reached an informed decision.2 A printed piece for this group should be full of in-depth explanations accompanied by an ample number of stats, charts and graphs explaining every attribute, and what sets your brand apart. Boomers love competition, so don’t shy away from comparing yourself to a rival brand and showcasing why you’re the optimal choice. And be sure to showcase your credentials. While other generations look to recommendations from friends or online reviews, Boomers prefer testimonials from experts.3 One last note—Boomers like taking their time when it comes to making a major purchase.2 In addition to reading through vast amounts of information, Boomers will also want to connect to customer service and ask questions. If your brand has built an outstanding customer service platform, be sure to make that a focus.

GENERATION X: Largely ignored by marketers, Gen Xers are caught in the middle between the Baby Boomers and the Millennials—and often end up being caretakers for their aging parents and adult children who are moving back home. Due to this (and debt from college loans), the average person from this generation has less wealth than their parents did 25 years ago.4 Members of Generation X tend to be huge savers, more financially conservative than their parents and children, yet surprisingly more optimistic and ingenious. In fact, 55% of start-ups are created by members of this generation4 and they boost the highest rate of brand loyalty at 70%.5 A printed piece targeting Generation X should focus on value—what about your brand makes it the best, even if it isn’t the cheapest option? Also, keep it informative.5 Provide the Gen X reader with tips on how they can save in other areas if they choose to invest in your product. When it comes to tone and design, realism works best.6 Show imagery and photography that mirror their everyday lives, instead of an unreachable advertising fantasy. Celebrate family, and don’t forget to showcase diversity; this generation values inclusion and transparency.7 Think about recent company achievements that can bring these traits into focus and show that your values align.

domtar.com

domtarblueline.com

MILLENNIALS: Millennials are currently the largest group in the labor force. By 2020, it’s estimated that Millennials will have spending power of more than $1.4 trillion.8 Due to their size, we suggest identifying the segment of this generation that will deliver a high ROI for a limited, highly targeted spend (download Domtar’s Print, Digital or Both? How Brands Can Reach Multiple Generations at https://papr.domtar. com/generations for more information on what we refer to as The Millennial Divide). Like their Generation X parents, Millennials value honesty and realism.4 Many brands, such as Airbnb, Red Bull, California Closets and Domtar, have had success in building loyalty with this generation through the creation of a magazine. After all, the amount of time spent with print (an average of 45 minutes with magazines and 30 minutes with catalogs) sells itself.9 This type of printed content marketing in a brand’s magazine can work wonders in appealing to this generation, if done correctly. First, ditch the hard sell. The main articles should tie to your brand mantra, not function as a sales tool for your products. Instead, flex your storytelling prowess and feature inspirational thought leaders that are linked to the values embodied by your brand. Next, ditch the stock photography. This generation would rather see real people in real settings10 in advertising, not picture-perfect models on a staged set. And when designing, go for large image layouts with little copy. Images are a necessity when communicating to and engaging with this demographic.10 Choosing a premium paper, like Cougar® or Lynx® Opaque Ultra, can increase the sense of accessibility with greater detail reproduction and a tactile uncoated feel. Whatever you do, make sure your brand stays authentic and true to itself. Millennials are great detectives when it comes to deciphering what feels genuine versus what feels like an advertisement.

GENERATION Z: Generation Z is a true digital native. This generation does not know a time where tablets, Amazon and the internet did not exist. Because of this, it’s often assumed that print doesn’t appeal to this group, but the reality couldn’t be further from the truth. Generation Z has a high appreciation for physical media and sees print as more authoritative and authentic.11 When creating a printed piece for Generation Z, don’t forget printing techniques. Print is already considered unique to this group, but the addition of an emboss, foil or coating can make your printed piece a showstopper this generation is likely to hold on to for a long period of time. Second, experiences are important to Generation Z— 73% prefer to purchase from brands that use personal information in order to create a more relevant experience.9 The use of variable imaging to show products related to past purchases is well worth the effort. Another strong print tactic for Generation Z is to use augmented reality in combination with a catalog to provide a virtual experience for a consumer. IKEA and Lego have been successful in employing these tactics with their audience.

With a smart marketing plan and targeted tactics, you can easily tailor your communications to reach and build loyalty with each generation and successfully tap into their purchasing power. Hungry for more information on generational marketing? Visit https://papr.domtar.com/ generations to download Domtar’s Print, Digital or Both? How Brands Can Reach Multiple Generations.

1 - Prepared for MPA by Millward Brown Digital, The Print Campaign Analysis, 2015. 2 - Leone, Jim, Five Tips for Effective Marketing to Baby Boomers, IWCO.com, 2017. 3 - Meyer, Raeanne, Baby Boomers Show More Trust in Print Advertising Than Online Ads, russelljohns.com, 2016. 4 - Martin, Anna Sofia, The Undetected Influence of Generation X, forbes.com, 2016. 5 - O’Connor, Lynn, Look to Generation X to See the Future of Health Care, statnews.com, 2017. 6 - Ruggles, Aaren, Remembering the Forgotten: How to Market to Generation X, candbmarketing.com, 2016. 8 - Jenkins, Jay, The Future of the World in 9 Facts (Hint: It’s All About Millennials), fool.com, 2014. 9 - Donovan, Brenna, 25 Direct Marketing Statistics Prove Direct Mail Works. compu-mail.com, 2014. 10 - James, Daniel, Picture This: Why Millennials Love Images in Marketing, blog.marketing.rakuten.com, 2017. 11 - Brown, Nicholas, Generation Z and the Future of Print Marketing, business.com, 2017.

This Magic Moment BROUGHT TO YOU AND MILLIONS OF OTHERS BY LOVEPOP CARDS

BY SCOTT W. ANGUS

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Lovepop doesn’t just sell the most interesting, innovative and keepsake-worthy greeting cards on the market. It sells “magical moments.” Two per card. “We believe every Lovepop that goes out into the world creates one magical moment for the giver and one for the receiver,” said Wombi Rose, who co-founded the Bostonbased company with fellow ship designer John Wise. To understand, you need to simply open a Lovepop and see a beautiful 3D sculpture emerge from a seemingly ordinary greeting card. It’s fair to assume you’ve never seen anything like it. Lovepop offers more than 300 cards for all occasions featuring sculptures ranging from flowers and trees to pirate ships and

motorcycles to hedgehogs and dragonflies. While Rose likes to say the cards are much more than paper, Lovepop couldn’t make them without paper. And Rose is an unabashed fan of the medium, especially when society is over its collective head in digital messages, including greeting cards. “I love paper. There is something different between seeing something digitally and actually holding it in your hand,” he said. “Because we are glued to our phones all day, there is a trend in society to really value the things that break us out of that. Lovepop does that. It’s real. It’s tangible. It’s in your hands. And when you have it, you put it out, and it becomes a decoration. It becomes something that you cherish, something that represents that relationship you have with someone.”

LOVEPOP CARDS ARE CREATED WITH A COMBINATION OF ART AND ENGINEERING AND ARE ASSEMBLED BY HAND. DESIGNERS USE THE SAME 3D SOFTWARE THAT IS USED FOR SHIPS, AND LASERS CUT THE PAPER.

The combination of this creative use of paper and the moments it creates has an impact on people that is easy to see, and Rose expects Lovepop’s impact on the $7 billion greeting card industry to be obvious, as well. “Customers’ faces light up when they see a card, and they’re like, ‘How did this work? This is so cool.’ The greeting card industry hasn’t changed in a long time. We have an opportunity to fix the customer experience. Customers come back and say, ‘I sent it to my mom, and she put it on her dining room table’ or ‘I gave this to my colleague, and it’s still on his desk.’ “If you send something digital, they’ll look at it once, and that will be that,” Rose said. “If you send a Lovepop,

there’s a good chance they’ll remember you every day when they see that card.” Lovepop’s origins are in Vietnam, where Rose and Wise traveled in 2014 after training to become naval architects at the Webb Institute on Long Island. In Vietnam, they were introduced to sliceform kirigami, which blends Chinese paper cutting with the art of origami. They realized how similar the process was to designing ships. “We were just blown away,” Rose

said. “We thought, ‘Why haven’t we ever seen anything like this before, and imagine the possibilities.’ We knew we could make anything.” Vietnam has a tradition of using sliceform kirigami to make handcut paper cards, with the sculptures attached by string. Rose and Wise recognized the medium’s power and brought the idea back to the U.S. They started small with a few bladed cutters but soon realized they needed laser cutters to get up to scale. They first worked with a local shop and then decided they needed their own facility. In March 2015, they opened a production facility in Da Nang, Vietnam, and now have 500 people working there with a full complement of laser cutters. CO NTI N U E D O N PAG E 18

PRINT WORKS ! 2018

“We believe every Lovepop that goes out into the world creates one magical moment for the giver and one for the receiver.” WOMBI ROSE, LOVEPOP CO-FOUNDER

CO NTI N U E D FRO M PAG E 17

The partners started with minimal investment and were helped that they had early revenue because customer research involved selling the product. They took out a loan and started raising capital in 2015, and then came “Shark Tank.” Their appearance on the ABC-TV show where budding entrepreneurs make pitches to five hugely successful business people and potential investors changed everything. (See related story on Page 20.)

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In a greeting card market that had been declining by 5 percent annually, Lovepop has seen its sales triple each year since the “Shark Tank” exposure. Rose went so far as to describe the traditional card industry as broken. Lovepop identified three elements that make greeting cards special. They must be personal, tangible and unexpected. Digital cards aren’t personal and aren’t unexpected. Traditional cards are tangible but lack

surprise and personalization. Lovepop, on the other hand, hits the trifecta. To add the personal touch, Lovepop leaves out prewritten messages and— for a $5 upcharge—will write whatever message the sender wants in the card. That allows an online buyer to send a card with a personal note directly to the receiver. Besides online, Lovepop cards are sold in kiosks—five in Boston and five in New York, with more added seasonally—and at 1,000 retail partners. “Our belief is that every person is an individual, and they all have different ways that they want to interact with us,” Rose said. “Our goal is to be there for our customer in whatever way possible and have the closest relationship with our customer that we can.” One element of delivering an effective, enduring card is ensuring that the paper is high quality. Lovepop uses heavy stock craft papers from 120 to 300 gsm produced in small batches, Rose said, adding that the company is CO NTI N U E D O N PAG E 2 0

Paper makes messages more meaningful.

Sending a card or letter creates a more genuine and lasting connection— one that often becomes a cherished keepsake. To make your message more personal, take the time to handwrite your message on paper. Learn more at howlifeunfolds.com/connect.

From the Makers of Paper and Packaging

‘Shark Tank’ Pitch Goes Swimmingly for Lovepop Lovepop founders Wombi Rose and John Wise made their pitch to the potential investors on ABC-TV’s “Shark Tank” in summer 2015 for a show that aired two weeks before Christmas. “The experience was just like it looked like on TV,” Rose said. “We prepared a lot, but we were very nervous going in, knowing we had only one shot to present ourselves. I think we did a good job of presenting our excitement and enthusiasm for the product.” Apparently so. Kevin O’Leary, otherwise known as Mr. Wonderful, bought their pitch and agreed to invest $300,000 for a 15 percent stake in the company. After the show aired in mid-December, Lovepop did $1 million in sales in the next month, mostly online. “We had incredible initial success based on the exposure,” Rose said. “A lot of customers were very excited about what we were bringing to the market. There was a lot of interest in custom wedding invitations and corporate uses such as realty and financial services, but mostly a ton of excitement for all of the really cool designs that we had produced in advance of that airing.” O’Leary has proved to be a valuable advisor, as well as a strong investor. He has reinvested several times and has brought in other investors. He has also helped secure media placement and coverage. In 2017, for example, he helped broker a partnership with the Billboard Music Awards to present Lovepop cards to the winners, and coverage has included updates on “Shark Tank” and an interview with Rose and Wise on CNBC’s “Squawk Box.” “We have really benefited from Kevin O’Leary’s advice,” Rose said. “He is such a fantastic consumer marketer. We’re really lucky to have his introduction into new channels and partners, which helps us to meet new customers.” For his part, Mr. Wonderful believes that Rose and Wise have tapped into a new generation of gifting. “Millennials aren’t going to drugstores to buy cards. They are online, and they are looking for something unique,” O’Leary said. “Lovepop’s founders understand this like no other company I’ve seen. These guys are the future of card giving.” n

“Millennials aren’t going to drugstores to buy cards. They are online, and they are looking for something unique.” KEVIN O'LEARY, ʻSHARK TANKʼ INVESTOR

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CO NTI N U E D FRO M PAG E 18

constantly looking for the best papers for its cards. Rose recalled writing a note in one of the cards recently and how the quality struck him. “I was feeling the paper that we use. I was thinking, ‘Man, this is really nice. I don’t really want to give this away. I want to save this.’ “It’s something we’ve done from the beginning. We’ve never skimped on the quality of the materials that we put into the product. So when you hold a Lovepop, it’s like three or four times heavier than a normal greeting card.” Lovepop has more than 300 card designs and adds about one a week. While the company’s designers develop many new ideas, some 100,000 suggestions came from customers in 2017 through the website. Rose’s favorite card is “Hedgehogs in Love,” which features a hedgehog on a mushroom being wooed by another ukulele-playing hedgehog. While laser cutters do the precision work on Lovepop’s sculptures, every card has a human touch.

“One of the things that is really special about Lovepop is that it has been put together by hand,” Rose said. “It’s this combination of art and engineering. We use the same software that we use for ship design to design them in 3D. We use the laser cutters to cut out all the paper. Then there is the craftsmanship of actually putting it together, which is no small feat.” Each card takes about 15 minutes to assemble, he said. The cards range from $10 to $15, but Rose believes they are worth the premium. “Again, you’re not buying paper. You’re buying that magical moment. But even if you were just buying paper, you’d find that they have more than three times

the effort, energy and time in design and materials vs. what you’ll find in that $7 card from the drugstore.” Despite Lovepop’s incredible success, Rose sees more growth ahead. The international market is ripe, he said, and corporate sales still have much potential, he said. “One of the agencies that used Lovepop for holiday cards said they were definitely doing it again this year

because whenever they visited their customers, they all had our card out on display. It’s just an incredibly powerful messenger for communication to the people you care about and relationships you care about.” As sales continue to add up, so do the magical moments. Lovepop’s goal is 1 billion. The total in early 2018 was more than 5 million and counting. PW!

LOVEPOP HAS MORE THAN 300 CARD DESIGNS AND ADDS ABOUT ONE A WEEK. WHILE THE COMPANY’S DESIGNERS DEVELOP MANY NEW IDEAS, SOME 100,000 SUGGESTIONS CAME FROM CUSTOMERS IN 2017 THROUGH THE WEBSITE.

PRINT WORKS ! 2018

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Anomaly BY

DAN

DAVIDSON

Skateboard enthusiast combines passions to create vibrant new print magazine

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“I

like my work to be in print—the way it’s supposed to be. It’s a cool craft, and I think it’s important to keep alive, and I don’t think it’s ever going to go away.” What compels a young, creative skateboarder from Minneapolis to be a strong advocate for print in an increasingly digital age? Kevin Horn is such a fan, in fact, that he has created a print magazine, Anomaly, that features fabulous stories and captivating images about the world of skateboarding. The magazine is in its infancy, having published only one issue, but Horn believes in the concept and has big plans for his new publication. “I grew up with reading books and magazines. I like to hold things,” Horn said. “I get sick of looking at screens all day, and I think a lot of people feel the same way. The experience is better than scrolling and straining your eyes.” Horn, a full-time freelance cinematographer and lifelong skateboard enthusiast, has been reading print magazines for as long as he can remember. Because of his love for sports growing up, Horn frequently read magazines such as Sports Illustrated for Kids and Thrasher. He believes that younger people who are particularly inspired by something are more likely to gravitate toward print. Magazines and books have the capacity to fuel both children’s and adults’ imaginations in more ways than a blog or website. Consequently, his love for sport and skate magazines as a kid translated into a variety of other interests, such as arts and culture and independent

PHOTOGRAPHY BY MITCH TANIS

magazines. This source of inspiration led Horn to find his own creative path today.

photobooks and even commercials. Out of this passion for skate culture, he has been inspired to make unique and exceptional artwork of various forms. He claims that the attributes that make art fascinating share many parallels with skateboarding. “A lot of skateboarding is searching for something that may be hidden in plain sight. Whether it’s interesting architecture or a perfect little curb or ledge, we’re always looking for things to skate that look cool,” Horn said. “That’s the same way I approach filmmaking or photography. Maybe it’s light. Maybe it’s architecture. Maybe it’s an interesting person. We’re always in search of something that’s kind of new or different.”

Developing a passion Since he was 11, Horn has been intrigued by skateboarding. Whether he was watching his friends skate or playing video games, Horn developed a passion for skating and started to get plugged into the culture after his mom bought him his first skateboard. “Tony Hawk’s ‘Pro Skater’ (video game) was very influential because skateboard media wasn’t really in my life as a sixth-grader. I was never even a video game kid, but I saw that and thought, ‘This is all I want to do.’” Horn was fortunate to make friends who were passionate about skateboarding, too. Through these relationships, he began to discover his own role within skate culture, and that was making art. “I’ve never competed. I’ve never been, like, the ‘good’ skater in the group,” Horn said. “My role in the community is definitely photographer and filmmaker. My role has always been to document and to make art from it.” Since he began photography and filmmaking, Horn has made skits,

The Anomaly of Print Anomaly, Kevin Horn’s first magazine, represents exactly what the title says. His goal is to produce 60 pages of content and photography with no ads. Each quarterly issue will be entirely different, with a new look and feel. The uniqueness of each issue represents how different the skate world can be in each season. CO NTI N U E D O N PAG E 2 6

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CO NTI N U E D FRO M PAG E 2 5

In fact, the uniqueness of skate culture is what inspired the name for the magazine. The people in the skateboarding community bond over their passion and celebrate their differences. “A lot of people who got involved maybe considered themselves different or outcasts and didn’t really fit in with other groups,” Kevin said. “So that was a community where there was no judgment. It was super individualistic, but at the same time, it was community-based. Everyone had each other’s backs, and I think that continues when you get older.”

Readers will find Anomaly to be filled with risk, passion, humor, and comradery–much like the culture of skating that Horn describes. Entire pages are filled with dazzling colors and raw photography. Horn’s stories introduce us to the people who make skateboarding

culture so authentic. These interviews discuss music, art and even pizza. And that’s how Horn wanted it to be. He said people thought it was going to be a small print home magazine. The magazine itself is for skateboarders, but it goes beyond that. Horn states

“I like my work to be in print—the way it’s supposed to be. It’s a cool craft, and I think it’s important to keep alive, and I don’t think it’s ever going to go away.” KEVIN HORN, CREATOR OF PRINT MAGAZINE “ANOMALY”

that anybody can appreciate it because anybody can appreciate good design, photography and a well-written article. Anyone interested in receiving a copy of Anomaly can buy one on his website —kevinhornography.com/store/ —for $15. Otherwise, Horn has printed 500 copies of this magazine to be sold in New York, Kansas City and some local shops in Minnesota. His plan is sell at skate shops across the country. Horn is open to receiving submissions and contributions from anyone inside the skating culture to maintain interesting content. With at least one submission coming in each week, Horn is confident that there is more than enough material to cover in the vibrant skateboarding industry. However, he prides himself in the fact that he creates 90-95 percent of the content. Having this kind of independence is important to Horn. He was fortunate enough to find a printer to grant him free reins with taking risks on this magazine. Smartpress, a digital printing company in Minnesota, was recommended to Horn by a friend. Working with Smartpress has been nothing but amazing so far, Horn said. “With the magazine, I can put my ideas on the page. I can exercise my own creative freedom.” PW!

PHOTOGRAPHY BY MITCH TANIS

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Picky produce people pick boxes.

Boxes help protect delicate produce from getting bumped and bruised in transit. One recent study showed that the natural fibers in boxes actively work to keep your food fresher longer. Don’t forget to recycle your boxes so they can be put to more good uses. Learn more at howlifeunfolds.com/protect.

From the Makers of Paper and Packaging

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The Make Project

Machinery Maker’s Polished Magazine Tells Stories to Inspire, Connect with Customers

iesse Group, based in Pesaro, Italy, has been manufacturing technology and machinery for processing wood, glass, stone, metal and plastics since 1969. For three years, it has also produced a magazine, Make, for its customers around the world and its employees. Here’s how Biesse describes the magazine: “A new way of discovering the company, the way of thinking of its leaders, the technological innovation that does it credit, the testimonies of the people who have chosen it to grow, the events that have marked it and the tales of the people who make it grow every day thanks to their skills and their passion.”

To learn more about Make and its mission, Print Works! interviewed Thomas Ciaffoni, who coordinates the magazine and works on Biesse’s web and digital communications.

Q. When did you start Make and what was your goal?

A. The Make project was born in 2015 from the desire to create a tool that would allow us to tell our story outside of our organization. But the first version was far from what we have today. It was a completely different product, to be discovered slowly. At that time, in 2015, the format was revolutionary and totally different from other magazines. However, we realized that people were not able to use it correctly. They

THOMAS CIAFFONI COORDINATES THE MAGAZINE AND WORKS ON BIESSE’S WEB AND DIGITAL COMMUNICATIONS

Q. How often is it distributed and

did not read all the pages, and it was complicated for them to handle it. So we returned to work, rethought the magazine in a traditional format and worked on content to create a product that was company-related but at the same time offers articles and ideas useful for our customers and more. None of our competitors has ever created something like this. We are very proud of our magazine—of how Make is today.

how? How many copies?

A. We create three issues a year, usually timed to our main exhibitions and events. The first issue was 1,500 copies, but we doubled the following one to 3,000 copies. However, we realized that printed copies were no longer sufficient for a standard distribution, which is not limited to fairs and events but also to our 37 branches CO NTI N U E D O N PAG E 3 0

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CO NTI N U E D FRO M PAG E 2 9

around the world. Make is truly international. So now we print 5,000 copies, and we gain support from suppliers that know how powerful Make is for their businesses, so they buy ads in our magazine, too.

Q. Who is your target audience? A. The main objective is to give people outside our organization the perception of an international group that puts its efforts into technological innovations. We want these features to emerge from the magazine and be easily recognizable by leafing through it. We definitely want to reach our customers and potential ones all over the world, but Make is eagerly awaited and enjoyed within our company, too. Many of our employees look forward to seeing the new issue and collect it.

Q. Who produces the magazine? You offer both English and Italian versions of every story in the same magazine. Why? Did you consider separate versions for the two languages?

A. All text and most of the images are produced internally by our communication team. The magazine is graphically created by a talented agency based in Pesaro, Italy, very close to our headquarters. That agency, UP Studio, immediately understood the project’s mood and actively supported its evolution. The magazine is published in two languages for an economic reason and because we are inspired by in-flight magazines, which are produced in two languages. If the English language is the official international language, the Italian language represents our culture. For the future, we are considering adapting the magazine in different languages to be closer to readers who may prefer

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the Chinese or German languages, for instance. We know they would feel the magazine was more like their own.

Q. What is your content strategy? In other words, what types of stories do you feature and why? Does every story have a direct tie-in to Biesse or your groups?

A. Make is based on a structure borrowed from our company profile, but Make provides dynamic updates to the content, such as new products and reviews. The process always starts from a keyword for each issue, which gives form to the cover and permeates all internal content, becoming the common thread. For example, “Trust” was the keyword for a recent issue. Starting from the WHO section, which presents an employee of Biesse Group, we access the IN section that illustrates our technology. Then comes the HOW section, which tells how we do innovation, including the processes, and then WHERE, which shows not only our presence in the world but also what happens in our subsidiaries. We are very proud of our customers. The WITH section tries to enhance their stories thanks to the power of images. Finally, WE is our way of telling about ourselves, showing who we are, talking about our people. Of course, the contents are always linked to our brands, Biesse, Intermac and Diamut, but we want the stories to stand out and not simply promote them. We like to summarize this concept in the definition: “storytelling,” a concept applicable also in a B2B company like ours. These are our stories, what we do and how we do it.

Q. How is the magazine good for your business? How does it inspire your customers? How does it help you sell machinery?

A. Our mission, in the future, is to make a magazine more and more “independent” from purely business content. We want our customers, or future ones, not only to know Biesse Group but, above all, we want them to have new ideas for their business, discover new trends and turn them into reality thanks to our technology. We know how important it is today to produce valuable content, capable of informing the reader but also to offer solutions to his problems or ideas for working at his best. We do not want to talk only about us but talk to the reader. This allows us to strengthen our brand equity and to help transform the reader’s interest into a real sales contact.

Q. Why do you believe a print product is the best way to deliver your message in an increasingly digital world? A. I speak for myself: I am literally bewitched by paper magazines, ever since I was a child. I always support paper products, which today are increasingly “premium” products and created with unique attention even to the smallest detail. Even if we live in a

digital age, dominated by smartphones and tablets and we are not so used to leafing through a magazine, none of these tools can replace the beauty of a magazine to leaf through with our own hands. This does not mean that between offline and online there is no synergy. Indeed, in the magazine we insert continuous references to our sites or videos, which obviously we

cannot—for now—publish on paper. We are working on the online version of Make, and it will be not an ordinary website!

Q. Make is a beautiful magazine with a mix of high-quality papers, coatings and finishes. How and why do you select the papers that you use? How does the paper help your messaging?

A. We want every issue to stand out from the previous ones. This is why every time we work on the cover, using different materials and finishes, trying to harmonize them with the subject of the cover. We are also very curious. We like to experiment with new techniques and combinations, which we evaluate with the graphic agency and the printer. All of this is to emphasize both the cover and the inside pages to the maximum. For them, we use an uncoated paper. That has the advantage of triggering intense emotions in the reader who touches it, and this makes it more authentic. In the last two issues, we have also introduced a glossy paper for the whole WHAT section, distinguishing it from the previous sections—a choice we’d like to keep. PW!

We are very proud of our customers. The WITH section tries to enhance their stories thanks to the power of images.

To view digital versions of Make, go to biessegroup.com/make.

PRINT WORKS ! 2018

Print Inspirations PAPER EXPERIENCES TO STOKE YOUR CREATIVE FIRES

n today’s digital world, millennials are rediscovering print and for good reason. Like no other medium, print creates an emotional impact. And while creatives know that print is an important part of the marketing mix, it can be a touch intimidating. “As creatives we have to produce 10 times more work today than we did just a few years ago, from mobile to print,” explains Sabine Lenz, founder and resident Paper Queen at PaperSpecs. “Few designers have the time to explore what is really possible with print these days, especially on short print runs.” To help designers cut through the confusion, Sabine founded PaperSpecs.com, the premiere website for those who want the latest paper and printing information in easy-to-understand articles and videos. Each week, Sabine features a cool print piece in the site’s shortbut-educational Paper Inspiration videos (http://bit.ly/paperinsp). What makes a project video worthy?

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Perfect Paper Choice No matter how wonderful the design, a printed piece can rise or fall based on the paper used. Everything from its weight and finish to its look and feel can mean the difference between an eye-catching masterpiece and a “I’mleaving-this-out-of-my-portfolio” failure. “To create your best you need the latest tools,” Sabine explains. “That’s why our PaperSpecs PRO members can quickly and easily order the latest swatchbooks from more than 50 paper mills with just a few clicks.” Expert Use of a Printing or Finishing Technique Digital printing, laser die cutting, even augmented reality – there are so many amazing technologies available today. Yet it is the designer’s creativity and the printer’s expertise that transform projects into works of art. Clever Design Nothing makes the team at PaperSpecs happier than seeing a

designer dust off an old idea and give it a completely new spin. (Check out the Zara Kids packaging in this article for a great example of that.) “Some pieces are so cool I knew other creatives would love to get their hands on them,” Sabine adds. “So we offer a carefully curated, quarterly VIP Box packed with hard-to-find print masterpieces from around the world.” Display of a New or Unusual Technique Foil in particular seems to fall into this category lately. On one end of the spectrum are projects that use digital foil effects such as Scodix, MGI and “sleeking” in general; on the other, strategic use of cold foil for a purposefully “imperfect” look. “These pieces also give us an opportunity to share ‘PRO Tips’ with our members,” Sabine discloses. “Insights that not only explain how to design for these techniques, but also what kinds of papers to use and how to get the absolute best results.”

t ZARA KIDS PACKAGING

A whole new world of interactive possibilities opens up for the humble paper tube with this packaging for a pair of his and hers children’s fragrances. Simply turn the base to watch the characters’ faces change. http://bit.ly/2pcBvT4

VIDEO: CLIENT:

Inditex (Zara)

DESIGN : PRINT:

Grupo Fatecsa (Toledo, Spain)

PAPER :

The Cool Factor PaperSpecs tends to look for a sophisticated use of paper, printing and finishing techniques. That said, sometimes they will come across something that hits them right between the eyes regardless of how it was put together – you just know it when you see it. You will find a few examples in this article. (We won’t say which ones – we wouldn’t want to spoil your experience of finding your own personal favorites.) And don’t miss the latest weekly Paper Inspiration video at bit.ly/paperinsp! PW!

DATE :

Lavernia & Cienfuegos

Matte paper 80 gsm

2014

PRINTING METHOD :

Offset

NUMBER OF COLORS:

5 spot colors + 2 inks FINISHING AND BINDING :

Die cut, glued, wrapped

CIRCULAR BUSINESS CARDS u

When you truly want to impress, hit ’em with an unusuallyshaped business card. This letterpress-printed beauty is not only round, it features compelling edge painting and more colors than you can shake a paintbrush at: 15 Pantone colors in all! VIDEO: CLIENT:

http://bit.ly/2p71haY Deanna Ross Communications

DESIGN :

Dan Jazzia

PRINT:

Jukeboxprint.com

PAPER : Neenah Crane’s Lettra Cotton Fluorescent White 220 Cover DT PRINT METHOD :

Letterpress

PRINT QUANTITY:

100

NUMBER OF COLORS:

DIMENSIONS:

PRODUCTION COST:

2.5"

$1,580

FINISHING AND BINDING :

PRODUCTION TIME :

1 week

Die cut, edge painting

t THE JUNGLENDAR 2017

These digitally printed calendar pages come to glorious 3D life when you assemble their laser-cut pieces into lions, gorillas, hippos and other wild office companions. (Count your fingers before you progress to the next month…) http://bit.ly/2CQRNao

VIDEO: CLIENT: PRINT: DATE :

Heret Packaging

DESIGN :

Dganit Dahan, Lior Lifshitz

Heret Packaging (Yavne, Israel)

December 2016

PRINT QUANTITY:

250

PRINTING METHOD :

DIMENSIONS:

PAPER :

Iggesund Invercote

10.6” x 1.6” x 13.8”

PRODUCTION TIME :

PAGE COUNT:

2 weeks

Digital printing using an HP Indigo 30000 press

NUMBER OF COLORS: 8 colors FINISHING AND BINDING : Double-sided soft touch lamination; MGI digital embellishments (foil, spot UV); Highcon laser cut

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STUDIO PRESSION GREETING CARD t

Whether or not you’re a lover of printing presses, you can’t help but fall in love with this stunning pop-up card. Its precise rendering of gears, cogs and rulers against a finely detailed deboss are so amazing, you’d swear you could print a job on this miniature Heidelberg right now! VIDEO:

http://bit.ly/2Gkz0WV

CLIENT:

Self

PRINT: DATE :

DESIGN :

Studio Pression (Mathilde Francescatti)

Studio Pression

March 2016

PRODUCTION TIME :

PAPER :

DIMENSIONS:

1 month

Fedrigoni Sirio Ultra Black 560 gsm duplex 13 cm x 18 cm

PRINTING METHOD :

Foil

NUMBER OF COLORS: Three different foil colors FINISHING AND BINDING : Blind emboss, laser cutting, laser engraving, manual duplexing

THINKING TREE SPIRITS PACKAGING q

Magical background labeling and a stunning, colorful hangtag transform these rum, gin and vodka bottles into a whimsical SPIRITual experience. If those birds blinked or that butterfly flapped its wings, you wouldn’t be at all surprised. VIDEO: CLIENT:

http://bit.ly/2InXXBo Thinking Tree Spirits

PRINTING :

DESIGN :

Hired Guns Creative

CCL Label; Twin Ravens Press

PAPER : Neenah Classic Crest Digital Smooth Avalanche White 100 lb. Cover; Neenah So...Silk 100 lb. Cover; Neenah Estate Label No. 8 White 60 lb. Text PRINTING METHOD :

Digital, foil stamping

NUMBER OF COLORS:

CMYK + foil

FINISHING AND BINDING : Emboss, die cut, duplex, tying on the hangtag, glue, matte UV flexo varnish

p ICONIC NEW YORK ILLUMINATED PRINT

This foil-stamped tribute to the city that never sleeps features more than 600 stamped icons, including a diamond-garnished martini glass and the East Village pizza rat. (Best to keep those two separated.) http://bit.ly/2nnvRwt

VIDEO: CLIENT:

Self

DESIGN : PRINT:

Alfalfa New York

PAPER :

Neenah Slide C1S Black 120 gsm

DIMENSIONS:

26” x 39”

NUMBER OF COLORS:

(golds, silvers)

4 metallic inks

FINISHING AND BINDING :

Foil stamping CO NTI N U E D O N PAG E 3 6

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Print with Passion Superior Print Services All Under One Roof Commercial | Publication | Heatset Web

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â&#x20AC;&#x153;Surpassing Expectationsâ&#x20AC;?

Want to make your magazine digital? We also offer E-editions so you can flip through pages with the click of your mouse. If you would like to learn more about Schumann Printers, Inc., visit us at www.spiweb.com or give us a call today at 920-484-3348.

CO NTI N U E D FRO M PAG E 3 4

p CAROUSEL INVITATION

Think opera’s a bit on the stuffy side? You won’t after opening this invitation to the Houston Grand Opera’s 2016 fundraiser. Once removed from its envelope, it pops up into a gorgeous three-dimensional carousel! (They might look real, but no need to feed the horses.) http://bit.ly/2FDAOsY

VIDEO: CLIENT: PRINT:

2016

PRINT QUANTITY:

BIELEFELD PHILHARMONIC MUG PACKAGING q

You know you’re in for an amazing mug when the box it comes in is this beautiful. Foil stamping and bronze wire closures reinforce the Bielefeld Philharmonic Orchestra’s own reputation for elegance. http://bit.ly/2oRs9wo

CLIENT:

Bielefeld Philharmonic

DESIGN : PRINT:

Beierarbeit

Letterjazz

PAPER :

Favini Sumo Black

PRINT QUANTITY:

DIMENSIONS:

15 x 15 x 8 cm

50 sets (9 pieces each)

PRINTING METHOD :

Foil stamping

NUMBER OF COLORS:

One color (HFP Luxor 355 “Copper”)

FINISHING AND BINDING :

and inlay punched.

Lavandula Design

120 lb. International Paper Accent Opaque Smooth Cover

FINISHING AND BINDING :

VIDEO:

DESIGN :

DiscPro Printing (printing); LasX (laser die cutting); Elation Press (finishing and hand work)

PAPER : DATE :

Houston Grand Opera

Bronze wire stitching; bottom, lid

1,200

Offset

PRINTING METHOD :

NUMBER OF COLORS:

Laser die cutting and hand assembly

‘THIS BOOK IS A CAMERA’ q

Some books merely tell you how to take pictures – this one, designed by paper engineer Kelli Anderson – actually takes them, and does so the old-fashioned way. A simultaneous celebration of paper and photography. VIDEO:

http://bit.ly/2FI7GUu

CLIENT:

Structural Graphics

DESIGN : Kelli Anderson, Structural Graphics (Erik Hluchan, Alex Bates) PRINT:

Structural Graphics

7” x 9” x 1”

October 2016

PRINT QUANTITY:

PRODUCTION TIME :

6 weeks

PRINTING METHOD :

Offset

NUMBER OF COLORS:

CMYK + UV + foil FINISHING AND BINDING :

Die cut, hand assembled

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DATE :

PAPER : Mohawk Loop Antique Vellum Black 80 lb. Text, International Paper Accent Opaque 100 lb. Cover, Chipboard 60 pt. DIMENSIONS:

CMYK

1,000

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Seeing Paper and Packaging in a New Way Animated Characters Bring New Life to ‘How Life Unfolds’ Campaign

wo animated characters are bringing new life to the Paper and Packaging Board’s 3-year-old How Life Unfolds campaign. The characters represent paper and packaging and are intended to further strengthen the consumer connection already established by the campaign, said Mary Anne Hansan, president of the Paper and Packaging Board. “Paper and packaging products are prevalent in our lives. It was our goal to create highly relatable characters to represent the vital roles that paper and packaging play for each and every one of us,” Hansan said. “We are thrilled to introduce these new characters to help consumers nationwide recognize and remember the value of paper in their everyday lives.” Milwaukee-based agency Cramer-Krasselt created the newest iteration of the How Life Unfolds campaign—and

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BY SCOTT W. ANGUS

THE CHARACTERS REPRESENT PAPER AND PACKAGING AND ARE INTENDED TO FURTHER STRENGTHEN THE CONSUMER CONNECTION ALREADY ESTABLISHED BY THE CAMPAIGN.

its engaging, instantly recognizable characters—to help emphasize how paper and packaging are among life’s unsung heroes. “We literally brought paper and packaging to life as animated characters to highlight paper’s timeless power and relevance in our increasingly digital world,” said Todd Stone, group creative director at Cramer-Krasselt. “Through decades of technological innovation, paper remains one of the most effective ways to learn, communicate and share ideas. And nothing keeps the items you care about safe during transit better than corrugated packaging.” Consumers are meeting the characters on cable TV and in magazines such as US Weekly, Forbes, Delta Sky, ESPN, HGTV and Parents. The commercials are running on platforms such as Hulu and across more digital and social media channels. The characters are presented in photo-realistic scenarios, such as in a library and orchard, on a graduation stage and next to an award show podium. The broadcast and digital videos feature paper in a boardroom helping execute a flawless meeting and packaging safely transporting goods from a warehouse to a consumer’s doorstep. CO NTI N U E D O N PAG E 4 0 TM/© 2018 PAPER AND PACKAGING BOARD

PRINT WORKS ! 2018

THE COMMERCIALS ARE RUNNING ON PLATFORMS SUCH AS HULU AND ACROSS MORE DIGITAL AND SOCIAL MEDIA CHANNELS.

CO NTI N U E D FRO M PAG E 3 9

The Paper & Packaging – How Life Unfolds campaign is funded by manufacturers and importers of paper and paper-based packaging. It’s otherwise known as the Paper Checkoff. When the campaign launched in 2015, the print and TV advertising brought a visually and emotionally rich storytelling approach to highlight the importance of

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paper and packaging in daily life. The widely-viewed “Letters to Dad” commercial became the campaign’s most popular and iconic commercial. In addition, participating companies have access to and use of campaign materials for amplification across the industry. After the initial campaign’s success, research showed that featuring paper and packaging as heroes of a story could maximize consumer recall of the message, help increase brand recognition and ultimately spur consumption. Each of the animated characters embodies core attributes and benefits that consumers appreciate about their use of and choice of paper or packaging, Hansan said. Paper helps people learn, be productive and achieve both big and small things in their daily lives. Packaging routinely delivers goods safely to doorsteps, stores and businesses, as well as graphics and information about beloved brands. To a degree, creating awareness of the industry’s products meant overcoming their ubiquity, Hansan said. Consumers use and value them each day but often take them for granted. The animated characters help solve the ubiquity problem by placing the industry’s products front and center in the story, she said. “Characters made of our industry’s materials facilitate immediate recognition of the qualities people know and love about our substrates,” Hansan said. After engaging world-class designers to create characters that embodied the values that consumers recognize, the board did further testing on the

“Paper and packaging products are prevalent in our lives. It was our goal to create highly relatable characters to represent the vital roles that paper and packaging play for each and every one of us.” MARY ANNE HANSAN, PRESIDENT OF THE PAPER AND PACKAGING BOARD

appearance, demeanor and shapes, and the ultimate designs were the result of consumer feedback. The How Life Unfolds campaign unites more than 50 companies behind one message to do what no one company could do individually—generate awareness for paper and paper-based packaging to help stem the decline in sales of paper and increase demand for packaging, Hansan said. The Paper and Packaging Board runs the industry-funded program with U.S. Department of Agriculture oversight. The checkoff program is authorized through January 2021. The campaign’s target audience is a group called “Expressives.” They represent 38 million men and women, ages 18-49, who like and count on paper and packaging to help them get things done at work, home and school. They consider themselves to be up on the latest trends and are highly motived to use paper and packaging. Expressives possess a strong desire for genuine social and familial connections and focus on authentic interactions. They prefer creating and printing paper documents, reading books and magazines, making purchasing decisions from catalogs and shopping frequently online and then relying on packaging to deliver their purchases safely. “The campaign will nurture this audience’s highest engagement with paper and packaging and reinforce the value they already see in these products,” Hansan said. PW!

To learn more about the 2018 campaign, visit howlifeunfolds.com.

PRINT WORKS ! 2018

Print and Paper in a Digital World:

KEY FINDINGS FROM A US SURVEY In June 2017, a survey of 2,131 US consumers was commissioned by Two Sides and carried out by leading research company Toluna. The survey provides unique insight into how print and paper is viewed, preferred and trusted by consumers in today’s digital world.

Many consumers prefer and enjoy reading in print The survey found print to be the preferred choice for recreational reading in the US: magazines (66%), books (62%) and news/newspapers (61%). Although printed newspapers were generally preferred over digital options, clear generational differences were noted. 74% of over 55s prefer to read news in print, but the younger the respondent was, the less likely they were to prefer print—with just 35% of the 18-24 years olds choosing print. Smartphones were the most popular format for news consumption amongst the 18-24 year olds at 29%. Printed books were preferred across all age groups, followed by tablets at 15%. 73% of those surveyed believe reading a printed book is more enjoyable than reading a book on an electronic device, including 72% of the

18-24 year olds. 40-50% prefer to read bank, internet and phone statements on their computers. Printed statements were preferred by 32-52%, especially for important documents such as tax statements (52%) and personal information from doctors and hospitals (49%). 65% say they prefer to receive bills and financial statements through a combination of both online and on paper. However, the under 45 age groups had a stronger preference for digital options. Consumers want to retain the right to choose how they receive communications The survey found that 90% of US consumers believe they should have the right to choose how they receive communications (printed or electronically) from financial organizations and service providers, including 88% of 18-24

year olds. 83% say they should not be charged more for choosing a paper bill or statement. Print provides more privacy and security 76% of consumers are increasingly concerned that their personal information held electronically is at risk of being hacked, stolen, lost or damaged and 79% keep hard copies of important documents filed at home, as they believe this is the safest and most secure way of storing their information. Print is trusted and provides a deeper understanding to the reader More consumers believe they gain a deeper understanding of the story when read from newspapers (71%) over online news sources (57%). 73% of all respondents believe “fake news” is a worrying trend and just 35% trust the news stories found on social media while 56% trust the news they read in printed newspapers. The 55+ age group was less trusting of both printed and online news sources: just 39% say they trust the news stories they read in printed newspapers, and only 7% say they trust the news stories on social media. News consumption habits are changing The results reveal that consumers still spend a lot of time reading printed products every week. 39% read printed newspapers every day and a further 24% read a paper at least once a week. Despite 61% of respondents preferring to read news in print, in practice, more are reading news on electronic devices CO NTI N U E D O N PAG E 4 4

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Paper makes studying stick. Focus. Retention. Comprehension. They all improve when paper is part of study habits. Research shows that taking notes by hand activates the brain in a way that leads to deeper engagement and better recall. Learn more at howlifeunfolds.com/learn.

ÂŠ 2018, TM & ÂŽ Paper and Packaging Board.

From the Makers of Paper and Packaging

PRINT AND PAPER IN A DIGITAL WORLD: US KEY FINDINGS

TWO SIDES NORTH AMER

PRINT AND PAPER IN A DIGITAL WORLD: US KEY FINDINGS CO NTI N U E D FRO M PAG E 4 2

on a daily (42%) and weekly (32%) basis. communications (printed or electronic) from financial organizations agree thatand government, banks and o believe consumers should have the right to organizations service providers and 83% believe they should not be charged more for want to persuade them ThetoDrive to Digital and Consumer 67% of 18-24 year olds say they prefer Thecommunications Drive Digital and Consumer ChoiceChoice choose how they receive The Drive to bill Digital and Consumer choosing a paper or statement. believe consumers shouldChoice have the righttoto‘go paperless’, but it’s not ‘paperle (printed or electronic) from financial to get their news online for free and 52% because they regularly have to print choose how they receive communications organizations and service providers documents at home if they want aban ho agree that government, (printed or electronic) from financial sayAND theyPAPER will read news onlineUSinKEY FINDINGS and 83%believe PRINT IN Amore DIGITAL WORLD: TWO SIDES NORTH AMERICA, INC. agree that government, banks and believe they should not be consumers should right to believe consumers should have thehave right the to agree government, banks and copy. 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The Drive to Digital and Consumer Despite the shift to reading more because theyit’s regularly have charged more for choosing a paper bill when or because they have to print (printed or electronic) from financial organizations andproviders service providers organizations and service because they havewant to print documents home if they statement. documents at regularly home at if they ah organizations andthey service providers news online, 64% of respondents would 83% believe they should and 83%and believe should not be not be documents at68% home if68% they want atrah copy. In fact, find it eas copy. In fact, find it easier to and 83% believe they should not be charged more for choosing a paper bill or charged more for choosing a paper bill or agree that government, banks and other copy. In fact, 68% find it easier to be very concerned if printed thatagovernment, to persuade themmanage their expenses and manage expenses and theirtra fin believenewspaconsumers should have charged the right statement. to more foragree choosing paper bill or banks and other organizations wanttheir statement. organizations want to persuade them their expenses and manage their when they are printed p to ‘go paperless’, but it’s not ‘paperless’ because they regularly to print outon paper.onfin whenhave they are printed how they receive communications statement. believe that if a financial pers were to disappear choose in the future. to ‘go paperless’, butfact, it’s not ‘paperless’ when they aretoprinted on paper. documents at home if they want a hard copy. In 68% find it easier track (printed or electronic) from financial agree that claims about the switch organization or service provide because they regularly have to print out their expenses and manage their finances when they are printed on paper. organizations and service providers to digital being better for the There is concern about the impacts documents at home if they wantforced a hard them to go paperless, th and 83% believe they should not be agree that claims about the switchtrack copy. 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fakeisnew are increasingly concerned theiras indicated that fake news a damaged and 78% keep hard copies ofthe news stories they readis on are increasingly concerned that their believe this is the safest and most secure indicated that fake news atrus feel they are suffering from “digital overinformation held electronically personalpersonal information held electronically worrying trend: 56% worrying trend: 56% trust the important documents filed at home as they personal information held electronically way their information media. is risk of being stolen, hacked,lost stolen, lost or worrying trend: 56% they trust the is at of riskstoring of at being hacked, or believe and Security load” (47% of 18-24Safety year olds). news stories this isTrust the safest and most secure news stories they read in read printe is at risk of being hacked, stolen, lost or damaged and keep hard of damaged and 78% keep78% hard copies ofcopies news stories they read in only printe way of storing their 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The Drive to Digital and Consumer Choice

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story to tell

good

happen

snappy

Kallima

Industry-leading products and first-class service that help you get the job done efficiently and on time. Ask our experts about the features and benefits of the only 3-ply paperboard made in North America. Ask us about our Quick Turn Program!

1 800 411-7011 Kallimapaper.com

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d i r e c t o r y m e m b e r

nconverters

CONVERTERS Leader Paper Products, Inc. 901 South Fifth Street Milwaukee, WI 53204 United States www.leaderpaper.com 800.876.2273

DISTRIBUTORS American Paper Corporation Emma St. #26, Amelia Industrial Park Guaynabo, PR 00968-8007 United States www.americanpapercorp.com 787.999.0900 Anchor Paper Company 480 Broadway/PO Box 65648 Saint Paul, MN 55165-0648 United States www.anchorpaper.com 800.652.9755 ARC Paper, LLC 6320 S. Sandhill Rd. Suite 2 Las Vegas, NV 89120-3249 United States www.arcpaper.com 702.399.3803 Athens Paper Company 1898 Elm Tree Dr Nashville, TN 37210-3727 United States www.athenspaper.com 800.888.7901 B.W. Wilson Paper Company, Inc. 2501 Brittons Hill Rd/PO Box 11248 Richmond, VA 23230-1248 United States www.bwwilson.com 804.358.6715 Butler Dearden Paper Service, Inc. 80 Shrewsbury St/PO Box 1069 Boylston, MA 01505-1701 United States www.butlerdearden.com 800.634.7070

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ndistributors

nsuppliers

Case Paper 500 Mamaroneck Ave #203 Harrison, NY 10528 United States www.casepaper.com 914.899.3500

Economy Paper Company, Inc. 1175 E Main St/PO Box 90420 Rochester, NY 14609-6901 United States www.economypaper.com 585.482.5340

Central Michigan Paper Co. 6194 E. Fulton Rd. Ada, MI 49301 United States www.cmpaper.com 616.676.9203

The Gerber Law Firm 105 W. Fourth Street, Suite 800, Oâ&#x20AC;&#x2122;Hanlon Building Winston-Salem, NC 27101 United States 336.773.1324

Central National Gottesman, Inc. Three Manhattanville Road Purchase, NY 10577 United States www.cng-inc.com 914.696.9000

GPA, Specialty Printable Substrates 8701 W 47th St, Suite A Mc Cook, IL 60525-3149 United States www.askgpa.com 800.395.9000

Central Paper Co., Inc. 400 Glenwood Ave/PO Box 1701 Pawtucket, RI 02860-5910 United States www.centralpaper.biz 800.333.5770

Graphic Equipment & Supply 720 W. 6th Ave. (79101)/PO Box 606 Amarillo, TX 79105-0606 United States www.gespaper.net 806.372.7372

Clampitt Paper Co. Dallas 9207 Ambassador Row Dallas, TX 75247-4506 United States www.clampitt.com 214.638.3300

J. P. Gasway Company, Inc. 1460 Sherman Road Hiawatha, IA 52233 United States www.jpgasway.com 800.255.5885

Cole Papers, Inc. 1300 38th St. N/PO Box 2967 Fargo, ND 58102 United States www.colepapers.com 800.800.8090

Jackson Paper Co. 4400C Mangum Dr Flowood, MS 39232-2113 United States www.jacksonpaper.com 601.360.9620

Commerce Paper Co. 15 South Ontario St./PO Box 1747 Toledo, OH 43603-1747 United States www.commercepaper.com 419.241.9101

Keldon Paper Co. 5960 Boxford Avenue Commerce, CA 90040-3006 United States www.keldonpaper.com 323.584.7777

Dennis Paper Company 910 Acorn Dr Nashville, TN 37210-3314 United States www.dennispaper.com 615.883.9010

Knox and Schneider, Inc. 914 W Superior Street Chicago, IL 60642 United States www.knoxandschneider.com 866.476.2600

Desert Paper & Envelope 2700 Girard Blvd NE Albuquerque, NM 87107-1846 United States www.desertpaper.com 800.228.2298

Lewis Paper International, Inc. 1400 S. Wolf Rd. Wheeling, IL 60090 United States www.lewispaper.com 847.520.3386

Duroflex Specialty Papers 6597 Kitimat Rd, Unit #1 Mississauga, ON L5N 4J4 Canada www.duroflexpapers.com 905.363.0133

Mac Papers, Inc. 3300 Philips Highway Jacksonville, FL 32207 United States www.macpapers.com 800.622.2968

Midland Paper, Packaging + Supplies 101 E Palatine Rd Wheeling, IL 60090-6500 United States www.midlandpaper.com 800.253.7477 Millcraft 6800 Grant Ave Cleveland, OH 44105-5628 United States www.millcraft.com 800.860.2482 Newell Paper Co. 1212 Grande Ave./PO Box 361 Meridian, MS 39301 United States www.newellpaper.com 800.844.8894 Olmsted-Kirk Paper Company 1601 Valley View Lane Dallas, TX 75234 United States www.okpaper.com 800.367.6526 Omaha Paper Company 6936 L St Omaha, NE 68117-1027 United States www.omahapaper.com 402.331.3243 Paterson Papers 730 Madison Ave/PO Box 2286 Paterson, NJ 07501-2407 United States www.patersonpapers.com 973.278.2410 Pochteca Papel, S.A. De C.V Manuel Reyes Veramendi #6, Col. San Miguel Chapultepec D.F. C.P. 11850 Mexico www.pochteca.com.mx 52.55.5278.5900 Printing Papers, Inc. 6101 Patterson Rd Little Rock, AR 72209 United States www.printingpapersinc.com 800.627.7774 Proveedora Papelera Kino, S.A. de C.V. Calle Arizona No. 85, San Benito 83190 Hermosillo, Sonora Mexico 52.662.210.4600

m e m b e r

Sandia Paper Company 5801 Jefferson St NE Albuquerque, NM 87109-3411 United States www.sandiapaper.com 505.884.0900 Simon Miller Paper & Packaging 3409 West Chester Pike Ste 204 Newtown Square, PA 19073-4290 United States www.simonmiller.com 215.923.3600 Spectrum Paper Co. 27 Concord St El Paso, TX 79906-4915 United States www.spectrumpaper.com 915.595.0020 Steen-Macek Paper Company 3224 Market St Green Bay, WI 54304-5614 United States www.smacek.com 920.336.0070 Sterling Paper Co. 1845 Progress Ave Columbus, OH 43207-1726 United States www.sterling-paper.com 800.282.1124 Strickland Companies 481 Republic Cir Birmingham, AL 35214-5967 United States www.stricklandpaper.com 800.284.4353 Timber Creek Paper 520 S. St. Francis Wichita, KS 67202 United States www.timbercreekpaper.com 800.734.4282 WCP Solutions 6703 S 234th St Ste 120 Kent, WA 98032-2903 United States www.wcpc.com 253.850.3560 West World Paper Inc. 101-1680 Broadway Street Port Coquitlam, BC V3C 2M8 Canada www.westworldpaper.com 604.942.1722

SUPPLIERS Appvion 825 E Wisconsin Ave/PO Box 359 Appleton, WI 54912 United States www.appvion.com 920.734.9841 Boise, Inc. 1111 West Jefferson Street, Ste 200 Boise, ID 83702-5388 United States www.boiseinc.com 208.384.7000 Burgo North America 1 Landmark Sq Ste 910 Stamford, CT 06901-2624 United States www.burgo.com 203.569.9000 Catalyst Paper 3600 Lysander Lane Richmond, BC V7B 1C3 Canada www.catalystpaper.com 604.247.4400 Chase Durable Paper Products 295 University Avenue Westwood, MA 02090 United States www.chasecorp.com 781.332.0700 CTI Paper USA, Inc. 1535 Corporate Center Dr, Suite 400 Sun Prairie, WI 53590-9160 United States www.thepapermill.com 608.834.9900 Domtar Inc. 395 de Maisonneuve Blvd West Montreal, QC H3A 1L6 Canada www.domtar.com 514.848.5555 Finch Paper, LLC One Glen Street Glens Falls, NY 12801 United States www.finchpaper.com 800.833.9983 Glatfelter 96 S George St, Ste. 500 York, PA 17401-1434 United States www.glatfelter.com 866.744.7380

d i r e c t o r y

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Hansol Paper 400 Kelby St. Floor 6 Fort Lee, NJ 07024-2938 United States www.hansol.co.kr 201.461.6661

Resource One International 2225 Bohm Dr Little Chute, WI 54140-2544 United States www.resoneint.com 920.788.1550

International Paper 6400 Poplar Ave Memphis, TN 38197-0100 United States www.internationalpaper.com 800.207.4003

Rolland Enterprises Inc. 256 JB Rolland Blvd West St-Jérôme, QC J7Y 0L6 Canada www.rollandinc.com 450.436.4140

Lecta North America 2975 Westchester Ave Ste 412 Purchase, NY 10577-2580 United States www.lecta.com 914.253.8150

Sappi Fine Paper 255 State Street Boston, MA 02109 United States www.sappi.com 617.423.7300

MACtac 4560 Darrow Rd Stow, OH 44224 United States www.mactac.com 330.688.1111

Spinnaker Coating, LLC 518 E. Water St. Troy, OH 45373 United States www.spinps.com 937.332.6500

Mohawk 465 Saratoga Street Cohoes, NY 12047-0497 United States www.mohawkconnects.com 800.843.6455

Suzano Pulp & Paper America, Inc. 800 Corporate Drive, Suite 320 Fort Lauderdale, FL 33334 United States www.suzano.com.br 954.772.7716

Monadnock Paper Mills, Inc. 117 Antrim Rd Bennington, NH 03442-4205 United States www.mpm.com 603.588.3311

Tembec 800 René-Lévesque Blvd West, Suite 1050 Montreal, QC H3B 1X9 Canada www.tembec.com 514.871.0137

Moorim USA 4600 S Ulster St Ste 220 Denver, CO 80237-2870 United States www.moorim.co.kr 303.770.8809 Neenah Paper Inc. 3460 Preston Ridge Rd Ste 600 Alpharetta, GA 30005-2061 United States www.neenahpaper.com 678.566.6500 Nekoosa Coated Products 841 Market St Nekoosa, WI 54457 United States www.nekoosacoated.com 800.826.4886 Portucel Soporcel NA Inc. 40 Richards Ave, 5th Floor Norwalk, CT 06854-2319 United States www.portucelsoporcel.com 410.703.3626

Twin Rivers Paper Company 82 Bridge Avenue Madawaska, ME 04756 United States www.twinriverspaper.com 855.542.2852 Verso Paper Corp 6775 Lenox Center Ct Ste 400 Memphis, TN 38115-4431 United States www.versopaper.com 877.837.7606 West Rock 501 South 5th Street Richmond, VA 23219 United States www.westrock.com 804.444.1000

PRINT WORKS ! 2018

Into the Fold Entrepreneur applies natural gift to create origami that’s appealing and functional

BY DAN DAVIDSON A N D M I T C H TA N I S

magine applying the principles and processes of industrial design to make origami. Justin Thao, an entrepreneur from Sheboygan, Wisconsin, does just that, using paper to create products that not only look good, but actually work. Since elementary school, Thao has been engrossed with origami and creating products with paper. While learning the fundamentals of folding paper, he realized this was a natural gift for him. “How can you not do this?” Thao said with a laugh when he explained how he felt after picking up origami so quickly. These days, Thao runs his own company called Serious Origami—dedicated to creating appealing, interactive, creative and functional uses of origami products. His favorite and perhaps most enchanting product is his origami lamp. “I fold a variety of shades ranging from abstract mushroom patterns to cylindrical forms for personal pictures,” Thao said. “The possibilities are endless.” Becoming a passion In high school, Thao enjoyed creating 3D forms of origami. This natural skill became a passion and developed into

much more than simply folding paper as he got older. Thao attended the Milwaukee Institute of Art and Design and studied industrial design. He learned about problem solving, product design and market research. All of this valuable knowledge translated into his work when he decided to make origami more than just arts and crafts. This industrial and intuitive process is what makes his business special. “Dissecting new pathways in origami, I’ve found a way to create products that are functional,” Thao said. “Through curiosity, I dissected the basics and realized there’s so much more I can do.” This period of discovery led Thao to leave his job at General Motors. Halfway through his first year there, he approached upper management to

tell them about his ability to make kinetic origami headlights. Thao was creating 3D origami that moved, and he believed this could be a valuable service to implement at GM. However, management overlooked his potential, and Thao left his job to create something he truly believed in that other people could get behind. “I was shut down because it was too complicated. They didn’t know what to do with it. That’s what really pushed me to do this business,” he said. It was then that Thao knew it was time to take his art to the next level. Driven by this temporary setback, Thao turned in his two-week notice at GM in August 2015 and used rejection as an opportunity to begin building Serious Origami. Thao began selling 3D origami spinners in 2016 and then moved on to lamps in 2017. Each year, Thao’s knack for original and practical design positions him toward growth. Each project can take as long as CO NTI N U E D O N PAG E 5 0

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Family

Is Where Our Story Begins In 1963, Jack Schumann, founder of Schumann Printers, Inc., acted on his passion for print and began sheetfed printing in the basement of his small, family duplex in Fall River, WI. His sons grew up with an admiration of their father’s business and spent every opportunity working hard by his side for its success. Over the next fifty years, Schumann Printers Inc. would grow into a family-owned business with cutting-edge printing technology, over one hundred and seventy employees, and significantly more space to house such exponential expansion.

Top left: Jack Schumann running one of the first presses he ever purchased. Top right: Dan Schumann standing next to an early Heidelberg Press. Bottom Left: Mark Schumann pretends to fill out paperwork at father’s desk. Bottom right: Dan and Mark hang letters on side of building.

Dan and Mark Schumann, sons of Jack, currently serve as the President and Vice President of the company. Dan and Mark continue the company’s commitment to innovation by producing the highest quality product to surpass expectations on all fronts. Still located in Fall River, WI, Schumann Printers, Inc. provides every customer with the capabilities of a large printer, but maintains their tradition of giving individual attention to ensure satisfaction. With consistent sales growth, Schumann Printers, Inc. continues to prosper and welcomes the opportunity to provide their superior services. Top: Current plant for Schumann Printer, Inc. Left: Mark measuring a form off the press. Right: Dan, Jack, and Mark in the pressroom.

“Surpassing Expectations” 701 South Main Street, Fall River, Wisconsin 53932 | 920-484-3348 | www.spiweb.com

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ONE OF JUSTIN THAO'S MOST ORIGINAL PRODUCTS IS HIS ORIGAMI SPINNER. CO NTI N U E D FRO M PAG E 4 8

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20 minutes to an hour, depending on how complicated it is. His process starts with an image in his head. He then begins to think about its structure. Afterward, he plays with the paper and tries different folds. If it fails, he usually sleeps on it or waits a few weeks. Thao describes this as “winging it with a plan.” Last year, Thao sold more than 200 lamps, each of them handmade. “This business just started to grow at the end of 2017, and it may grow exponentially in 2018,” Thao said. With all this momentum, Thao is unsure if he can supply the demand single-handedly. However, he plans to improve labor efficiency to accomplish this year’s goals. Thao sells his lamps on his website at seriousorigami.com, but his goal is to reach local stores all over Wisconsin and have his lamps featured in restaurants, too. Why paper? One reason Thao has grown to love the paper business is because paper is inexpensive and easily accessible. Thao

uses regular card stock to prove his ability to add value to something so easily overlooked. “If I make a wrong fold, I can just throw it away. It’s so easily overlooked as having no value. It encourages me to push paper to allow others to see that it can be used for value.” Thao has spent a lot of time designing creative lamp shades, but one of his most original products is his origami spinner. “What if I can create a product out of one sheet of paper?” Thao remembered thinking. “And when you spin it, you can see the photo from every direction.” Thao’s creative potential with paper knows no limits. From kinetic origami to lampshades to 3D spinners, he has discovered innovative and functional uses of paper by just folding it. Those who are interested can expect to see a new lamp from Thao that is detachable with one base and multiple shades. PW! To view and purchase Justin Thao’s origami products, visit seriousorigami.com.

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LAST YEAR, THAO SOLD MORE THAN 200 LAMPS, EACH OF THEM HANDMADE.

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