Legacy Mead Paper—now MeadWestvaco Papers Group—asked VSA Partners to provide the concept for both the printed and online materials for the 45th annual “Mead Show.” Our challenge was twofold: communicate the fact that the show had evolved—with the addition of a new corporate brochure category—as well as create a program that positions Mead top of mind with their target audience (designers, corporations, printers and merchants). We added additional content, imagery and humor to the program.

“That tongue-in-cheek dead-white-male thing works. It’s very whimsical. I almost like the website more, but it’s complementary with the print.”