Silk—HD is BJ Ball’s premium coated A2+ paper. Hofstede Design + Development was 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 definequality.com.au, 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.