To help launch the Curious Collection, a new brand of fine papers from ArjoWiggins, we created this printed brochure to strengthen the campaign targeting the advertising and graphic design communities.

We identified 3 goals: firstly to show the 4 paper lines under the Curious Collection umbrella; secondly to reinforce the brand we introduced through an integrated system of swatch books; and thirdly to minimize the cost of printing plate changes and information management in 14 languages.

We came up with the theme “in the gutter.” Each image interacts with the physical gutter rather than avoiding it.