Cseid Port 1109 Collateral

8/9/2019 Cseid Port 1109 Collateral

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W e a l t hM a n a g e m e n t

The Art of Wealth Preservation


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Stora Enso Design Profiles 2003


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Centura

SILK130

COVER

Profiling design-conscious companies

Stora Enso North America is proud to introduce Design Profiles 2003,

the first in a series of annual publications dedicated to exploring

and celebrating the best of design and business. This series is intent

on recognizing not only the growing appreciation for intelligently

designed products being marketed today, but how so many of the

companies responsible are leveraging design as the primary driver

of their value proposition.

In this inaugural issue we feature three such companies. We look

forward to introducing you to many more in the years to come.


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What great design can do

At Stora Enso we understand how design can enhance the value

of a brand and, ultimately, the success of a business. This belief

is at the heart of what we hold most valuable, and its best

expressed in our tagline, what paper can do.

For us, paper is a designers canvas. And we believe theres no

better canvas available than our Centura and Productolith lines.

After all, great design is only limited by ones imagination.

So the possibilities are endless. Thats why designers around the

world depend on our fine paper grades every day to help them

bring to life their unique design vision. Its only natural. If you

want to increase the profile of your business, it helps to use the

best materials and equipment available.

Good design is always good for business

For the past few years, Stora Enso has been aware of a growing

trend in business: By bringing high-quality, utilitarian design to

the masses, companies can reap huge financial rewards. The icons

and inspiration of these companies are Paul Rand and Charles and

Ray Eames, among others, who led a similar revolution in the

1950s and 1960s. In fact, it was Rand who declared, Good design

is good for business, a fundamental truth thats only changed in

the way it is being interpreted and executed.

Theres a revolution underway in corporate Americaa designrevolution. More and more companies are now being foundedon the belief that good design leads. And this fusion ofbusiness and design is transforming the way consumers perceive,remember and buy brands.

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Stora Enso has been associated with great

companies doing great design for as long

as weve been in businessbelieve it or

not, nearly 800 years. We know a lot

about papermaking, and we know a lot

about what our paper needs to achieve

for our customers.

Blu Dot Design and ManufacturingBuilding practical, affordable, and

very cool home and office furniture

Modern Organic Products

Marrying modern style with the

organic lifestyle for healthy hair

and skin

Zura Sports, Inc.

Reinventing swim accessories for

competition and fitness

When design matters

The inspiration for design comes from many places: the innovators

of the past, nature, the designers own passion for doing things better

and right. Design for our profiled companies is rooted in every aspect

of their business. It is the core idea or vision brought to life through

the way they see their business, its image and how its unique

design-based brand fits into the world. To these organizations design is

not merely ornamentation, but rather an integral part of their offering.

Introducing three young companies that live for design

ForDesign Profiles 2003, weve chosen to feature three companies

that exemplify design acuity in every aspect of their business and

brand. This acuity is reflected in every strategic and creative

decision these organizations makefrom the actual products and

services they provide to the sales collateral and marketing materials

they produce.

For true design-oriented companies, it isnt about stylea secondary or superficial consideration such as a cool logoor slick colorsbut substance. These enlightenedorganizations integrate design into the very fabric of theirbrands and businesses.


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3Centura and Productolith: The designers best canvas

Stora Enso North America manufactures some of the worlds most-desired

fine papers, including Centura and Productolith featured throughout this

book. Take a close look at how these papers respond to the range of

printing techniques we have applied and you will recognize the remark-

able quality they possess.

Centura. Designers love its blue-white shade, outstanding print brilliance

and clean optical whitenessgiving them the ultimate canvas on which to

capture their true design vision. Centura offers crisp reproduction values

and high gloss to accentuate the finest details in photography and type.

Available in four distinct finishes: gloss, silk, dull and matte.

Productolith. Printers prefer it for their house sheet because they can

count on its performance and print quality on every press run. Offering a

clean, bright surface and consistent runnability, Productolith is more than

a workhorse paperits an industry standard.

Available in three exceptional finishes: gloss, dull and matte.

Blu Dot

MOP

Zura

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Blu Dot

Sensible furnishingswith a sense of humor

For the folks at Blu Dot Design and Manufacturing,

a sense of humor is an inherent part of their brand personality.

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PANTONE 7471 and black

KHalftoneblack

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PANTONE 877 metallic silver

and black

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MOP

MOPaimsfortheTOP

Combining the best of whats modern with the best of whats organic,

Modern Organic Products gives the business of hair care new luster.


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Living the MOP brand as a personal choice

The genius behind MOP is David Raccuglia, founder, president and a

25-year veteran of the personal care industry. As a stylist, salon ownerand educator, Raccuglia recognized a void in the professional salon

market for mens grooming products. Working with a chemist in 1994,

he launched American Crew, a line of personal care products created

solely for men.

But living a healthy lifestyle had always been Raccuglias dream, so he

moved his family to Boulder, Colorado, to live more in keeping with

his personal philosophy. One might say, a more organic lifestyle.

This preference inspired Raccuglias next big idea, MOP. David saw a

growing trend for people to live healthier lives. In particular, he saw

an opportunity to help the salon community enhance their business

potential by educating them on the value of the organic message,

says Olson.

So Raccuglia formulated MOP.

Love affair with all things modern and organic

Together, the words modern and organic may seem oxymoronic.

But in fact, few words complement each other as wellespecially

when it comes to appreciating good design. The modern art move-

ment of the 20th century was largely inspired by the organic forms of

the natural world. Frank Lloyd Wright built structures that not only

appeared to grow from the landscape, but were built from materials

native to the particular region. Being conscious of the organic, yet

engaged and living in the modern world, is what Modern Organic

Products (MOP) is all about.

MOP offers a line of professional health and beauty products

designed to enhance the lives of modern people who have chosen

to live more in step with the natural world. That means embracing

the luxury of modern science while maintaining simple, quality ingre-

dients and product application. According to Robin Olson, brand

manager for MOP, We aspire to create healthful products that strike

a balance between modern formula development and natural

ingredients. Its through advanced technology that we can achieve

optimal performance from personal care products infused with whole

food derivatives and certified organic extracts.

MOP appeals to peopleintent on living healthierlives.Robin Olson, Brand Manager

Stora Enso supports the graphic design communitywith fine papers for printing work that requires the highest-quality performance and surface attributes. Designersknow Centura and Productolith papers, no matter whichweight or grade, offer the high level of runnability, inkholdout, opacity, brightness and consistency to best reflecttheir imagination.

Four-color process build

PANTONE 1785 special fluorescent


PANTONE 1785 special fluorescent



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MOP


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Zura

Swim equipment designed for the f a s t lane

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Starting with a radical redesign of the simple kickboard, Zura Sports is

making waves in the business of swim accessories.

ZuraMakingWaves


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Redesigning the way swimmers exercise and train

Its almost funny how one can live with a product so long without ever

thinking that it might be improved by being redesigned. Paul Reeder

doesnt think so. In 1994, Reeder, president of Zura Sports in Columbus,

Ohio, designed a new kind of swimming kickboard. I saw kickboards

hadnt changed since I was a kid, says Reeder, 41, who began

swimming competitively at age six. The next year his kickboard won

a Gold Award from the Industrial Design Excellence Awards (IDEA).

The idea to redesign the classic tombstone-style kickboard was partly

inspired by his mother, a swimming coach for 38 years. My mom

was always talking about the need for new products. After graduatingwith a degree in industrial design from The Ohio State University,

Reeder was running a small design consultancy and wanted to work on

more sporting goods products. I sketched out the first products and

made models of them to pad our portfolio. I had the models around

the office when a friend who was still a competitive swimmer saw the

kickboard and said, Man, you have to make these. Theres nothing

like it out there.

Since then Reeder has designed, produced and sold dozens of swim-

related sporting goodsfrom kickboards to gogglesfor competitive

training or basic fitness.

Secret to success: Think like a fish

Reeder and his team approach design problem solving with

intelligence. Being true to Zuras own process, form will follow

function; thus, naturally, the design would be driven by solving

a unique set of problems. We really dig breaking a problem

down to the smallest point, then assembling the functional

requirements from these base-level needs, says Reeder. Design

and style are elements that weave themselves through these

demands. At some point we might ask ourselves, how would a

fish do this? The appearance of the product is something the

Zura team likes to push, because it will call attention to the

design and get people asking questions. Its no coincidence that

Zuras flagship kickboard product, the Speedray, is shaped like

a stingray.

At some point we might ask ourselves,how would afish do this?Paul Reeder, Founder and President

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Design Profiles 2003 celebrates design and thecompanies that embrace it as their drivingraison dtre. Companies that are serious about

design are serious about paper. Thats why theyenhance their profile by producing materials oncoated fine papers from Stora Enso North America.


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29Selling a new design the old-fashioned way

Bernard Vrancken, Reeders business partner and Zuras first employee,

directs research and development. A native of Belgium with a degree

in marketing and international business from The Ohio State University,

Vrancken is perfect for the positionhes also a former NCAA

All-American swimmer for OSU in the 800 freestyle relay. He admits

marketing has been a lot of trial and error, but most of all a huge

learning experience. Weve tried a lot of strategies. We started by

selling out of the trunk of a car. Wed travel around to college

and high-school swim meets and introduce our products that way.

The big break. In 1995, the Zura

kickboard appeared in The New York

Times. The phone rang off the wall,

says Vrancken. We shipped out nearly

3,000 individual kickboards from that

article alone.

Four-color process UV

*Spot satin UV coatingon lenses

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Printed on Centura Silk 130 COVER

Four-color process + spot double hit PANTONE 374

Flood satin aqueous on outside front and back covers

Printed in U.S.A.

Four-color process buildPANTONE 374

24 C 0 M 57 Y 0 K

Single hitPANTONE 374

Double hitPANTONE 374

800 322 7377

www.storaenso.com/na


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a passion forthe sea


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We create forperformance, build

Withqualityanddesign for an endur

ing sense of style-.


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navigating byour new north star

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a Passion for life in, on, arounD the sea

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an american original

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and snow, usd a pn knf to ut spng nto th outsol of a ubb snak. Ths ngnuty, along wth th on nspaton of oth dsgndtals, launhd an Aan Ognal. Ou sson s to sha ths unqu stoy wth a nw gnaton that wll ba ou band baus

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i c O N i c i N S P i r A T i O N


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