Strategic Frameworks & Corporate Narratives
Helping a 100+ year old manufacturing company fortify its future legacy while staying true to its roots.
THE BRAND: International Paper
THE SITUATION: For over one hundred years, International Paper — the world’s largest manufacturer of fiber-based packaging, pulp, and paper — took pride in “doing things the right way, for the right reasons”. But communications were disjointed, and the company struggled to speak to its vision and strategic imperatives in an inspiring and cohesive manner.
THE SOLUTION: A new corporate narrative — including mission, vision, and strategic drivers — The IP Way Forward: A strategic framework for setting goals and tracking progress; prioritizing and decision-making; telling a bigger story about IP as a company; aligning teams in pursuit of a common vision; driving operational improvement; and achieving a new, aspirational vision.
MY ROLE: Lead Strategist
Executive interviews
Focus groups
Workshop facilitation
Framework concepting
Copywriting
Comms planning
Shining a light on ethical and environmental commitments across the value chain via an immersive online experience.
THE BRAND: International Paper
THE SITUATION: What is the carbon footprint of fiber-based products? Are recycled paper products always better for the planet? What is third-party certification? Does using paper products kill trees? International Paper was facing increasing stakeholder scrutiny regarding its environmental impacts, and widespread misconceptions regarding the sustainability of the forest products industry.
THE SOLUTION: An immersive storytelling platform that showcased the company’s commitment to environmental stewardship and value creation — from responsibly managed working forests, to product design, manufacturing, and recycling. Our Renewable Future equipped IP to be more proactive in sharing their story, and bust some of the common myths around the environmental impact of pulp and paper products. Each “chapter” of the site details IP’s commitments along the value chain through a combination of videos, FAQs, downloads, and fact sheets.
THE SITE: Our Renewable Future
MY ROLE: Head of Strategy
Executive interviews
Focus groups
Framework concepting
Content strategy
Video concepting
Copywriting
Comms planning
Underlining Beam Suntory’s global efforts to reduce the harmful consumption of alcohol and encouraging consumers to Drink Smart.
THE BRAND: Beam Suntory
THE SITUATION: For a global spirits company, promoting the safe consumption of your products is a big responsibility. From community efforts to corporate commitments, there’s a lot to cover. And, with a tangle of regulatory and regional considerations regarding product claims, marketing codes, and the disclosure of nutritional information — product responsibility can be a complex topic to communicate effectively at the enterprise level.
THE SOLUTION: A refreshed responsible drinking platform and narrative showcasing Beam Suntory’s corporate commitments to responsible consumption. The campaign emphasized the importance of personal responsibility, and encouraged consumers to consider the power that each of us have to influence attitudes and change behaviors. An interactive feature gave users the ability to make and share a plan for a party or night out, integrated with tips for making smart decisions about alcohol, being a responsible host, and getting home safely.
THE SITE: Drinksmart.com
MY ROLE: Lead Strategist
Executive interviews
Focus groups
Key stakeholder interviews
Framework concepting
Content strategy
Copywriting
Comms planning
