Get in the Loop

Mohawk Fine Papers' purchase of the SMART brand created the most extensive collection of post-consumer waste (PCW) papers on the market. Our challenge: to name, position and launch the amalgam line as the go-to environmental paper collection while reinforcing Mohawk’s decades’ long environmental leadership.

The name Loop goes beyond PCW to evoke the natural cycles that guide our seasons, days and lives. From the Living Almanac promo book to the website and ad campaign, the brand expresses a joyful, honest and empowering perspective on sustainability that changes the game for the paper industry, and the design community at large.

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[ Roll over movie to pause ] The cornerstone of the campaign is the Living Almanac, a perpetual calendar. Rather than simply celebrating the paper, this promo book celebrates Loop’s bigger idea, offering engaging, design- and sustainability-related content that can be referenced and relied upon again and again – or passed on to others. View PDF
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The solar eclipse, as seen in the prelaunch teaser site, is a key image of the campaign, a reference to the earth’s endless loop around the sun – and the endless source of energy it offers us.
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[ Roll over movie to pause ] The website is a swatch book come to life, delivering an interactive version of the new line’s genealogy, downloads and online resources for environmentally responsible printing.
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[ Roll over movie to pause ] The print ads give new dimension to the elegant campaign imagery, while the tagline, “Beautiful Paper. Bright Ideals.” joyfully embodies both the product and the brand concept.

  • Mohawk Fine Papers_ Get in the Loop

  • Abundance Found_ Empowering Partnership

  • Vaska Natural Detergents_ Active Ingredient

  • The Living Principles_ Creative Action

  • California Wine Institute_ Global Appeal

  • BSR_ Illuminating a Global Network

  • Frameline Film Festival_ Think Pink & Beyond

  • Yerba Buena_ Neighborhood Intersections

  • HERproject_ Keeping Business Healthy

  • GreenBiz Group_ Thriving Ecosystem

  • Tools for Peace_ Tools for Growth

  • Peace Cereal_ Abundant Goodness

  • Dagoba Chocolate_ Taste Exploration

  • k.d. lang_ Recollection

  • Hello, New._ Campaign Trail

  • Scharffen Berger_ Adventures in Chocolate

  • Compostmodern_ Planting the seeds

  • Denver Public Schools_ Reading Rockets

  • Dockers_ Not Your Dad's Pants

  • SF Health Department_ Crystal Mess

  • Avaya_ Communication Without Boundaries

  • Dockers_ Cut from the Original Cloth

  • Nyne_ Forward Fashion

  • PepsiCo_ Philosophical Differences

  • Rearden Commerce_ The Anti-Dot-Com

  • Charles Chocolate_ One Very Hot Chocolate

  • Janus_ Get there. Invented here.

  • Target_ A Dose of Surrealism and Whimsy

  • Target_ Works of Art that Work

  • Janus TV_ Research brought to life

  • Michael Austin_ The Power of Personality

  • BACtrack_ A Breath of Fresh Air

  • Target_ Clutter Cutter