A global presence without a global story.
Sappi has long been a category leader in sustainable business practices and forestry—actions that distinguish the company in the global pulp and paper marketplace. But Sappi did not present itself as a unified, multinational brand that asserted its true strength as a diverse, global portfolio of woodfibre expertise from forestry through pulp, paper, derivative materials and chemicals as well as process expertise. That sustainability story was interpreted and expressed differently in separate regions and multiple business units. The integration of global markets, collaborating with global customers and entering new markets required a new approach.
A powerful, unifying purpose, rooted in renewability.
VSA worked with Sappi’s leadership, from its headquarters in South Africa through its global regions, to define a new brand strategy that dovetailed with the company’s new five-year business strategy. The core of this solution was a meaningful, bold new purpose: to create a more sustainable future for the world through renewable resources. Our work recast Sappi as an authority and innovator in lighter-impact models for everyday products, packaging and materials.
Our work included