Neenah presents rethink everything, A salute to dreamers, designers and big ideas

September 10, 2020
For “Rethink Everything,” Design Army was inspired by Studio On Fire's structural design's innovative triangular-shaped engineering. The graphic foil echoes the geometric structure on every surface of the box For “Rethink Everything,” Design Army was inspired by Studio On Fire's structural design's innovative triangular-shaped engineering. The graphic foil echoes the geometric structure on every surface of the box

In this mercurial moment, with clients pausing projects, the world holding its breath, and creative tanks running on fumes, how are designers pivoting to meet the changing world head-on? Neenah explores that question in Rethink Everything, an inventive editorial promotion that tells the stories of six creative pioneers who dream big, think futuristically, focus on sustainability, and inspire creatives to shift the design's perception business. With this new CLASSIC® Papers promotion, Neenah aims to uplift the design community and celebrate designing for tomorrow, while rethinking everything along the way.

With Rethink Everything, we shine a light on innovators, artists, designers, and printers who are reshaping the future. The world is moving quickly, but the time is now for creatives to push design boundaries. At Neenah, our desire is to provide you with both the inspiration and the backdrop to bring your creative vision to life on beautiful, sustainable paper.”

Ellen Bliske, Director of Marketing, Commercial Print, for Neenah

Meet the featured artists of Neenah’s Rethink Everything:

A Long-Lasting Luxury Solution: Mio Gallery

Mira and Valerii Tsybukovska of Mio Gallery showed true entrepreneurial spirit when they imagined creating a business solely out of handcrafting bespoke paper flowers. Mio Gallery shows big-name brands such as Guerlaine, Gucci, and The St. Regis Hotel how to rethink interior design needs to maximize budgets without compromising opulence. Fresh flowers don’t last, but mega-sized paper flower installations and displays, like the ones Mira creates, endure and offer a sustainable solution that is both practical and awe-inspiring.

For “Rethink Everything,” Mio Gallery handcrafted gorgeous branches filled with orchids, dahlias, and hydrangeas fashioned from CLASSIC Papers in Avon Brilliant White, Earthstone, Classic Cream, Red Pepper, and Haviland Blue

Reuse and Rethink Recycled Materials: Zero Waste Daniel

Filled with frustration for the lack of environmental design education available and the copious amounts of textile waste stemming from the fashion industry, designer and entrepreneur Zero Waste Daniel was born. As the first company to make 100% zero waste clothing, Zero Waste Daniel puts textile reuse first in creating one-of-a-kind, stylish, wearable, and affordable unisex apparel. He continually inspires change and makes headlines by growing the mission of ending waste culture and redefining the meaning of “sustainable design” as a call to action for all who wish to participate.

Inspired by Zero Waste Daniel’s mission, Neenah sent scrap papers, challenging him to create some-thing for “Rethink Everything.” He sewed the scraps into a beautiful work of art, depicting his dream for world harmony

Women Helping Women: Lucy Grymes Designs

Lucy Grymes Designs is reinvigorating home furnishings by empowering women. As Lucy Dean’s low-impact, paper-based lifestyle brand grew and earned its way into over 250 retailers, she knew she’d need help to continue making her quality home decor products by hand. Partnering with N Street Village in her DC community, Lucy employs a group of women currently experiencing homelessness. Together, they create a path forward, improving lives, and fulfilling Lucy’s vision for uplifting through design.

For "Rethink Everything," Lucy hand made three of her signature vase wraps in CLASSIC® Linen, Natural White Pearl with elegant gold foil stamps on the folds

Paper Strata, It’s Not Child’s Play: Hazel Sebastian Glass

A self-professed workaholic, Hazel Sebastian Glass often works extraordinarily long days balancing a busy workload with building on a successful business strategy. Her aim? To break down access barriers to fine art by creating affordable reproductions of her work and to change the general misconception surrounding paper artistry. Hazel creates exquisite paper strata pieces by layering precision cut paper swatches together in stunning color palettes and designs. Her work has evolved over the years, but her mission and work ethic remain the same.

For “Rethink Everything,” Hazel layered a palette of grays, blues, and whites in the rich textures of CLASSIC CREST® Eggshell and Smooth plus CLASSIC® Stipple for a dimensional effect

Visionary Partners: Studio on Fire and Design Army

From humble beginnings printing letterpress invitations for friends and family, Studio on Fire has strategically scaled to a full service, print solutions provider known for impeccable quality, craftsmanship, and pushing the boundaries of what paper can do. Owner Ben Levitz’s studio currently combines expertise in letterpress printing with CAD technology to reshape the future of packaging.

Design Army is an award-winning internationally recognized creative firm, known for their colorful art direction, editorial fashion shoots, and global advertising campaigns for the likes of Karl Lagerfeld in Paris and the Hong Kong Ballet. As 2020 has presented new hurdles for this globetrotting team, they’ve found inspiration by returning to their design roots.

For Rethink Everything, Neenah challenged Studio On Fire and Design Army to pair up and put their respective specialties to the test in creating a piece of packaging for the promotion using CLASSIC Papers that draws the eye and encourages touch. Working virtually, the two studios created a maximalist design using minimal colors, using a custom typography, textures, fine lines, and different levels of foil and embossing. 

From the colorfully multi-dimensional cover to the oversized coffee table layout, Rethink Everything is designed to push people out of their comfort zones and think further about using paper. We want people to touch it, flip through it over and over again, learn from these inspiring stories, and as a result, experiment with new ideas. This piece is meant to reignite the creative flame within.”

Pum Lefebure, Co-Founder & Chief Creative Officer, Design Army

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