Project Description

Domtar®, a pulp and paper manufacturer, is the largest producer of copier and printer paper in North America.  The company’s business papers division has a long history of forming successful partnerships with some of America and Canada’s largest office suppliers, retailers, paper merchants and printers.


Domtar business papers division has always been committed to manufacturing high quality printing papers under their customers own Private Brands.  However, due to changing market dynamics, including increased penetration by foreign suppliers, the company decided to expand their product portfolio by also offering their customers a trusted national brand.

After acquiring the rights to the paper & specialty media categories of the Xerox brand within the US and Canada, the company sought assistance with re-launching the brand within the paper category.

What We Did

Consulting, Coaching & Creative Resourcing:

Acting as the brand strategy partner and marketing consultant for the group, we not only provided services; we also provided strategic guidance and education branding and marketing concepts.  We also sourced and lead creative and agency generated work, including packaging design and brand videos.

Xerox Paper & Specialty Media:

See the complete Xerox Paper & Specialty Media case study

Brand Portfolio:

After performing an in depth brand portfolio assessment and conducting several pieces of research, we identified some additional opportunities for growth, including recommendations for the development of a new brand platform, and several proposed refreshes to their existing owned brands.

New Brand Development:

By leveraging some of the company’s core equities, as well as seizing on a market opportunity, we created a whole new brand offering.  Working from the ground up, we identified the customer target, conducted research, and developed the strategic framework and positioning for the new brand.   We also established the verbal and visual identity for the brand, including naming, conducting an agency search and packaging development.


We also worked to effectively position and differentiate business papers from their competitive set.

Project Elements

  • Consulting, coaching & education
  • Marketing consulting & marketing plan
  • Identified growth opportunities
  • Positioning both brands & organization
  • Brand revitalization/brand re-launch
  • Packaging & logo
  • Naming
  • New brand development