Silk—HD is BJ Ball’s premium coated A2+ paper. We were commissioned to create a compelling promotional campaign for Silk—HD broadly aimed at specifiers and printers, and, more specifically, graphic designers. Following extensive research, we established an overarching theme for the project of ‘defining quality,’ and then developed a strategy based around engagement and collaboration.
A two-stage campaign including both digital and print outcomes began with the launch of an interactive website. Visitors were asked to respond to a simple prompt: define quality as a font, colour and word.
The results of this online survey informed the content for a limited edition publication called Definitions which was sent to all respondents. We worked with artists, designers and photographers to define and explore aspects of quality specifically related to Silk—HD: whiteness, design, sustainability, art and surface. A series of cover posters by Australian studios Alter, Toko, and U—P were commissioned responding to the campaign’s theme. The final outcome is a fitting showcase for Silk—HD’s quality.