I am very pleased with the quality of the work and the collaborative experience of working with traffic. Their insight and skill have produced a piece that is elegant in its messaging, reflective of the intended audience, and that we are proud to have as the showcase for our program.
Antony Marcil
President & C.E.O.
Forest Stewardship Council
FSCXpert Campaign
client objectives
Hundreds of companies print their reports, magazines, flyers, envelopes and letterhead on FSC-certified paper. As demand grows, there is a need to raise the awareness of FSC among communications professionals who provide clients with a multitude of services and must respond to their requests, and understand the demands of their markets. The goal was to attract attention to the relationship between the environment and paper, demonstrate the specific characteristics of fine FSC-certified papers and raise understanding of the FSC Xpert program.
design solution
The key messages were 'Promote - Purchase - Participate'. To promote the designation to the intended audience, traffic created the 'Change the World' FSC Xpert Booklet - a 32 page print demonstration and swatch book that highlights the connection between nature, design and print. Five myths that graphic designers identified in research conducted by traffic are presented with corresponding 'truths' that serve to dispel any misconceptions that designers might have about FSC-certified papers. Each sheet in the book is printed on a different FSC-certified paper and features the art of five outstanding international environmental artists reproduced using waterless printing technologies.
