Rethink Everything

Six creative pioneers dream big – Neenah

Neenah Paper is a premium paper company, an innovator in letterpress, colored, and textured paper since 1873.

Rethink Everything print promotion for Neenah Paper, created by Design Army

In this mercurial moment, with clients pausing projects, the world holding its breath, and creative tanks running on fumes, how are designers pivoting to meet the changing world head-on?

Neenah explores that question in Rethink Everything, an inventive editorial promotion that tells the stories of six creative pioneers who dream big, think futuristically, focus on sustainability, and inspire creatives to shift the design’s perception business. With this new CLASSIC® Papers promotion, Neenah aims to uplift the design community and celebrate designing for tomorrow, while rethinking everything along the way.

Rethink Everything print promotion for Neenah Paper, created by Design Army
Rethink Everything print promotion for Neenah Paper, created by Design Army

“From the colorfully multi-dimensional cover to the oversized coffee table layout,  Rethink Everything is designed to push people out of their comfort zones and
think further about using paper. We want people to touch it, flip through it  over and over again, learn from these inspiring stories, and as a result, experiment with new ideas. This piece is meant to reignite the creative flame within.”
 

— Pum Lefebure, Co-Founder & Chief Creative Officer, Design Army. 

Rethink Everything print promotion for Neenah Paper, created by Design Army
Rethink Everything print promotion for Neenah Paper, created by Design Army

Mira and Valerii Tsybukovska of Mio Gallery showed true entrepreneurial spirit when they imagined creating a business solely out of handcrafting bespoke paper flowers. Mio Gallery shows big-name brands such as Guerlaine, Gucci, and The St. Regis Hotel how to rethink interior design needs to maximize budgets without compromising opulence. Fresh flowers don’t last, but mega-sized paper flower installations and displays, like the ones Mira creates, endure and offer a sustainable solution that is both practical and awe-inspiring. 

Rethink Everything print promotion for Neenah Paper, created by Design Army
Rethink Everything print promotion for Neenah Paper, created by Design Army
Rethink Everything print promotion for Neenah Paper, created by Design Army

Filled with frustration for the lack of environmental design education available and the copious amounts of textile waste stemming from the fashion industry, designer and entrepreneur Zero Waste Daniel was born. As the first company to make 100% zero waste clothing, Zero Waste Daniel puts textile reuse first in creating one-of-a-kind, stylish, wearable, and affordable unisex apparel. He continually inspires change and makes headlines by growing the mission of ending waste culture and redefining the meaning of “sustainable design” as a call to action for all who wish to participate. 

From humble beginnings printing letterpress invitations for friends and family, Studio on Fire has strategically scaled to a full service, print solutions provider known for impeccable quality, craftsmanship, and pushing the boundaries of what paper can do. Owner Ben Levitz’s studio currently combines expertise in letterpress printing with CAD technology to reshape the future of packaging.  

Design Army is an award-winning internationally recognized creative firm, known for their colorful art direction, editorial fashion shoots, and global advertising campaigns for the likes of Karl Lagerfeld in Paris and the Hong Kong Ballet. As 2020 has presented new hurdles for this globetrotting team, they’ve found inspiration by returning to their design roots. 

For Rethink Everything, Neenah challenged Studio On Fire and Design Army to pair up and put their respective specialties to the test in creating a piece of packaging for the promotion using CLASSIC Papers that draws the eye and encourages touch. Working virtually, the two studios created a maximalist design using minimal colors, using a custom typography, textures, fine lines, and different levels of foil and embossing.

Rethink Everything print promotion for Neenah Paper, created by Design Army

Lucy Grymes Designs is reinvigorating home furnishings by empowering women. As Lucy Dean’s low-impact, paper-based lifestyle brand grew and earned its way into over 250 retailers, she knew she’d need help to continue making her quality home decor products by hand. Partnering with N Street Village in her DC community, Lucy employs a group of women currently experiencing homelessness. Together, they create a path forward, improving lives, and fulfilling Lucy’s vision for uplifting through design.

Rethink Everything print promotion for Neenah Paper, created by Design Army

A self-professed workaholic, Hazel Sebastian Glass often works extraordinarily long days balancing a busy workload with building on a successful business strategy. Her aim? To break down access barriers to fine art by creating affordable reproductions of her work and to change the general misconception surrounding paper artistry. Hazel creates exquisite paper strata pieces by layering precision cut paper swatches together in stunning color palettes and designs. Her work has evolved over the years, but her mission and work ethic remain the same. 

Rethink Everything print promotion for Neenah Paper, created by Design Army