smARTBOARD :: brand and product launch
smARTBOARD is the lightweight answer to some heavyweight problems. It is recycled, recyclable, repulpable board. You can build stunning exhibits with smARTBOARD, but it takes a whole lot of show-and-tell to capture an industry's attention.
smARTBOARD :: brand and product launch
exploring the remarkable recycled, recyclable, repulpable board developed by STUDIOetc
smARTFORMS, inc is the umbrella company. smARTBOARD is the product. Smart, huh?

Click, zoom and flip through to get a closer look at this look book. All but the last four of the smARTBOARD projects featured were designed by Jessica Koffman for STUDIOetc.
Designed to be handed out at trade shows and events, this piece demonstrates how smARTBOARD can be cut to bend and how it holds up with a custom-cut shape.
What else would we print a smARTBOARD postcard on?
This smARTBOARD sign is well-traveled. It accompanies all smARTBOARD booths on the trade show circuit and details every sustainable aspect of a STUDIOetc smARTBOOTH. The trees featured on the sign grow on STUDIOetc's property.

Scroll down for a reader-friendly version ...
Click and zoom in to read about what STUDIOetc means by "green."All copywriting, concept, and design by Jessica Koffman for STUDIOetc.
The Client
Richard Graf, owner of STUDIOetc, has been innovating green solutions for decades. And it just so happens that his world -- the exhibit and event world -- provides a lot of tragically wasteful problems for him to solve. One of the biggies is weight. A three-day event with a 20 x 20 booth might require multiple thousands of pounds of structures to be tractor-trailord across the country. Most of the structures, built with traditional materials, will eventually be demod and dumpsterd and will go off to hog a lot of space in a landfill forever. This is bad, and this is where smARTBOARD comes in.

The Challenge
smARTBOARD is the lightweight answer to some heavyweight problems. The challenge is getting an entire industry to change. It takes a major effort to rethink the way structures are designed, built, shipped, hauled around a show floor, and then trashed, responsibly. You can build stunning exhibits with smARTBOARD, but it requires a whole lot of show-and-tell to get people to get it ... that's where branding comes in.

The Strategy
Show them, and show them, and show them again. Show how you can cut smARTBOARD into custom shapes. Show how it can be cut to bend seamlessly. Show how nicely it prints. Show how it can stand up strong. Show that you can attach monitors to it. Show how it saves shipping and drayage money, big-time. Show that it can look wacky and themed or architectural and clean. ... And then tell them ... oh, by the way, its green!

My Role
Brand Development
Creative Direction
Art Direction + Design
Copywriting
Marketing Strategy
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