discovery + research / brand strategy / positioning / messaging development / logo design / visual systems design / brand style guide / website design + development / content strategy / social media strategy + management / email marketing / ongoing marketing support

Since 1960, the Syracuse Pulp & Paper Foundation (SPPF) has quietly done something remarkable: sending students into engineering careers with full-tuition grants and a 100% job placement rate. The obstacle isn’t the offer. It’s that most students have never considered the pulp, paper, and allied industries at all, even though those industries touch nearly everything they use in a day. SPPF needed a brand that could make that case before a student ever picks a major.

Make the invisible obvious. We took SPPF through an end-to-end engagement covering brand strategy, verbal and visual identity, a full brand style guide, and website design and development. The positioning work connected an under-recognized field to the things it actually produces, from packaging and medical supplies to cosmetics and car parts, and framed SPPF’s role plainly: remove the barriers, then get out of the way. The tagline that emerged, Empowering Students Today to Drive Innovation Tomorrow, holds both halves of the promise, the student and the industry they’ll go on to shape.

SPPF now partners with Warp + Weft on ongoing marketing support, including website, social, and newsletter, so the message stays consistent everywhere a prospective student, donor, or industry partner encounters it.