International Paper
Refreshing an iconic and storied brand for International Paper
Context
International Paper was going through a rebrand for their 125th anniversary and found an opportunity to refresh their website. As our UX strategist and the brand agency finished, it was time to apply the new identity to the site, as the brand had not been extended for web usage yet. Our goal was to create a comprehensive design system that looked great and was easy for less technical content admins. I led the visual design from concepting to developer handoff.
Role
Created a design system for new Drupal CMS
Led client meetings to review and iterate design system
Led other designers to execute project deliverables
Collaborated with lead developer to maintain requirements
What we achieved
Winner: MarCom Awards Platinum - Best Manufacturing Website 2023
+75%
increase in engaged sessions
+67%
increase in views to all contact pages
+381%
increase in views to sustainability-related page
Concepts
Using the approved homepage wireframe created by our wonderful Sr. UX Designer, we created some concepts to show how the new brand could be used on the site.
Styles
After getting the homepage approved, it’s on to codifying our styleguide to inform our component and view page designs. I also collaborated on the image direction with the brand agency.
Navigation
After getting the homepage approved, it’s on to codifying our styleguide to inform our component and view page designs. I also collaborated on the image direction with the brand agency.
Locations
From the wires, we knew a big piece of the puzzle for IP was their locations page. While we used a google maps Drupal integration, we still paid special attention to how clustering locations would work. The lead dev, the client’s legal team, and I also collaborated on how we could leverage user data for initial load of the map and regionalization of the site.
