The Brief
Create a marketing tool for the new Sirio Ultra Black paper by Fedrigoni. Unique selling points of the paper include the fact that it is light absorbant, contains no carbon content allowing for metallic hot foils to be placed easily and effectively and also that it is perhaps the darkest black paper available on the market.
Concept
Focusing on the paper perhaps being the darkest available, I chose to market this USP using a quote. ‘The Darkest Night Reveals the Brightest Stars.’ This is focusing on Sirio Ultra Black being marketed as a canvas to display exceptional work and ‘let work shine.’
On this theme of stars and the night, I researched star maps and constellations. It came to my attention that there is a constellation named Sirio. I wanted to create beautiful designs around the paper being the night sky and incorporate the USP of the ease of the application of metallic hot foils.
My idea is based around a series of star maps with holes indicating the stars. I have chosen four locations with different levels of air pollution: London, Cape Town, Lima and Svalbard. This means each map has a varying number of stars, Svalbard holding the most. On this map I will draw constellations to spell ‘Sirio.’ Location is indicated by lattitude and longitude. The quote will be written with hot foils applied to the paper placed behind the star maps to illuminate the holes in a golden glow. This concept can be executed in different ways, maintaining the same journey of interaction beginning with the star maps, or in some case single map and ending with the quote and information about the product.
Booklet, direct mail
My first deliverable is a booklet made of the Sirio Ultra Black paper. The first page will include ‘Fedrigoni’ embossed onto the paper, to show it’s capability of doing so. The following pages will be the star maps, with the compass and co-ordinates applied with a glossy varnish. When flicking through the booklet, the quote will illuminate the holes on the star maps.
The final page shows information about the product. The ‘Sirio Ultra Black’ and following tag line 'the perfect canvas to let your work shine' will be embossed, with ‘shine’ being displayed in hot foils and the descriptive paragraph, website and logo will be in glossy varnish.
The paragraph reads: ‘Perhaps the darkest black on the market, our Sirio Ultra Black paper contains no carbon content allowing easy application of hot foils. Available in a range of weights and with optional embossing. Visit our website today.’
My first deliverable is a booklet made of the Sirio Ultra Black paper. The first page will include ‘Fedrigoni’ embossed onto the paper, to show it’s capability of doing so. The following pages will be the star maps, with the compass and co-ordinates applied with a glossy varnish. When flicking through the booklet, the quote will illuminate the holes on the star maps.
The final page shows information about the product. The ‘Sirio Ultra Black’ and following tag line 'the perfect canvas to let your work shine' will be embossed, with ‘shine’ being displayed in hot foils and the descriptive paragraph, website and logo will be in glossy varnish.
The paragraph reads: ‘Perhaps the darkest black on the market, our Sirio Ultra Black paper contains no carbon content allowing easy application of hot foils. Available in a range of weights and with optional embossing. Visit our website today.’
Mock up demonstrating how the star maps would be placed on top of the gold foil within the booklet and thus apppear illuminated like stars.
Illuminated Maps
These illustrations demonstrate what the star maps would look like when placed on top of the quote in the booklet. From top left: London, Cape Town, Lima, Svalbard.
Magazine Advert
The magazine advert would spread across two pages placed directly ontop of one another. The first would be four postcards made from the Sirio Ultra Black paper showing the four star maps with their holes. These are perforated and can be taken out of the magazine as samples of the paper. The second page of the advert is the quote which is a flat image that looks as though it has been created from gold foil on paper. I have condensed the quote, tagline and ‘Fedrigoni’ onto this page. This would be displayed in appropriate magazines, such as Creative Review or general arts magazines as shown.
Bus Stop Advertisments
These adverts would include only the final star map of Svalbard with Sirio written in the stars and the quote as displayed in the magazine advert with ‘Let your work shine’ underneath. The star map would be visible from outside the bus shelter, with the holes becoming illuminated in the night time by glow in the dark technology, meaning they would only fully shine when it is as dark as possible. This links with the quote, which would be displayed inside the bus shelter on the reverse side of the advertising space.
