The project: Name, brand and introduce a new cost-saving additive to pulp and paper manufacturers.

Client: Specialty Minerals Technologies Inc. is a resource and technology-based company that develops, produces and markets worldwide a broad range of specialty mineral, mineral-based and synthetic mineral products. 

Goal: Create a brand for a new process that evolves beyond the typical product.

Objective: Change perception of paper pulp “filler” as a commodity product.

Note: Fulfill is a formulation that has both financial, energy and green impact beyond the “fill” that it provides. Selling points are:

• Fulfill provides the manufacturer with a range of formulations.  
• Fulfill saves on operational costs without compromising paper quality.

Target market: Integrated pulp & paper manufacturers.

My role: Conduct qualitative research via customer interviews, name the product, design the logo, design and write the marketing materials and design (not write) the article.