Sylvamo
Brand identity for the world's largest pure play paper company
In 2021, International Paper spun off its $3 billion global uncoated freesheet paper business, forming Sylvamo—the world's largest pure-play paper company. As Design Lead at Thackway McCord, I collaborated closely with Executive Creative Director Kat McCord, Creative Director Steve Clarke, and strategists Simon Thackway and Jonathan Paisner to develop a brand that would position Sylvamo as a leader in the paper industry.
The name "Sylvamo," derived from the Latin words silva (forest) and amo (love), reflects the company's commitment to sustainable forestry and its passion for paper. The visual identity features a distinctive paper plane icon symbolizing aspiration and progress, set against a vibrant purple palette that differentiates Sylvamo in a market often dominated by green hues.
Throughout the engagement, I oversaw the development of the logo, motion graphics, and print materials, ensuring a cohesive and impactful brand presence across all touchpoints.
Strategic opportunity assessment
Conducted in-depth analysis of the paper industry landscape to identify positioning opportunities for the spin-off. Engaged with stakeholders to understand the vision for Sylvamo and differentiate it from the parent organization.
Naming & verbal identity
Collaborated with the strategy team to develop the name "Sylvamo," capturing the essence of the company's relationship with forests and its dedication to paper.
Motion graphics & animation
Partnered with 3D artist Scyld Bowring to create dynamic animations that bring the brand to life across digital platforms. The paper airplane motif was enhanced through detailed rendering and motion design.
Visual identity development
Designed a comprehensive visual system, including the paper plane logo, typography, color palette, and graphic elements. The system balances professionalism with accessibility, avoiding industry clichés.
Brand guidelines creation
Developed comprehensive brand guidelines documenting all identity elements and applications, ensuring consistent implementation across global markets and diverse touchpoints.
Launch planning & implementation
Coordinated with International Paper and Sylvamo leadership on a phased implementation strategy. Developed launch materials, including website assets, videos, social media content, and investor relations materials.
IPO day celebration
Created special animated content for Sylvamo's IPO day celebration at the New York Stock Exchange, bringing the brand to life in a high-energy sequence.
Environmental & experiential design
Designed environmental applications for Sylvamo headquarters and production facilities, along with trade show materials, signage systems, and experiential elements for global implementation.
Agency & credits
Agency: Thackway McCord
Client: Sylvamo / International Paper
Role: Design lead, logo, motion, print
Executive Creative Director: Kat McCord
Creative Director: Steve Clarke
Strategy: Simon Thackway, Jonathan Paisner
3D Work: Scyld Bowring
Awards & recognition
• Indigo Design Awards 2022 (Gold – Branding)
• 12th Wolda Design Awards (Gold – The Americas)
• LogoLounge Book 13