Creating a new corporate brand for a global paper company and its many partners.


JP Gould, an old-line paper merchant now owned by a Japanese conglomerate, is a multi-national supplier of paper products for the printing and packaging industries. With multiple subsidiary companies, each separately branded and offering a broad range of products under the JP Gould corporate umbrella, the company needed a unifying logo, collateral marketing material and a website that would coherently present the various companies the many products they offer available to their customers.


We developed an overarching brand, inspired by the Japanese art of origami, that allowed for each company to maintain its name equity while conforming to the corporate brand.

Since paper is often considered a commodity product with little differentiation besides price, we wrote and designed the website to define JP Gould and its subsidiary companies as providers of solutions, not merely paper. We featured the people in the company who partner with their customers to deliver creative solutions to clearly differentiate the company from it peers.