OTTO is a creative agency committed to delivering unique branded communications and strategic, design-focused solutions.

HOW Design Conference

Help creative people see how the science in the product creates unlimited creative possibilities.

What keeps you up at night?

Brand Positioning / Advertising / Marketing / Messaging / Exhibit Design

| Project Scope

1920s Samoiloff Effect

The red filter reduces the visible green and blue lights. The green filter reduces the visible blue and red lights. The blue filter reduces the visible red and green lights.

Project Scope

The Issue

Always at the vanguard of paper science, the team at International Paper are obsessively committed to creating products that foster creativity giving designers the confidence to take risks and bring their ideas to life. International Paper wanted to highlight their product’s features, strengths, and flexibility, while also showcasing the creativity their papers inspire. They turned to OTTO Brand Lab (OTTO) to create a memorable experience for the HOW Design Conference.

The Strategy

Sometimes a simple change can have a big impact. Take the world of color, for instance. To create a dramatic experience, OTTO turned to a powerful theatrical technique. In the 1920s, a British theatre technician named Adrian Samoiloff developed the use of a color phenomenon to create a special effect. By manipulating the color of lighting in conjunction with the color of the backdrops the appearance of objects are radically transformed.

In collaboration with illustrator Sean Mosher-Smith and dcc, we employed the Samoiloff effect to transform what you see through an immersive environment and marketing materials all printed on International Paper’s Accent Opaque.

For the content of the design, we built upon the theme “What keeps you up at night?” — a theme that was sure to resonate with the conference’s audience of design professionals. From a design perspective, we highlighted designers worst creative fears. Then we combined their concerns with a focus on how International Paper’s investment in paper science obliterates the production worries of printing.

The Outcome

By utilizing the colors red, green, and blue, we reveal different stories depending on the color lenses you are looking through, or in the case of the exhibit, the color of lights that flood the room. As the colors change, the experience transforms what you see, highlighting product strengths and designer’s fears through deep storytelling. Conceived as an experience to engage designers and showcase International Paper’s products, the exhibit became the heart of the conference

The editor from HOW kicked off her social media coverage of the event by broadcasting from IP’s exhibit exclaiming “I could spend the whole week in here.”

Designers lined up for materials.

Neenah paper contacted us a week later to congratulate us on a fantastic job.

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