The Touch Advantage
The Touch Advantage is a publication by Sappi, a global paper and packaging company, exploring how touch and haptic experiences in packaging influence consumer behavior and brand perception. Developed in collaboration with Clemson University, the book presents original research on the role of touch in shaping product engagement and purchasing decisions.
I led the creative direction and visual design of both the book and its launch experience, translating complex research into a visually rich, tactile, and memorable outcome.
The book was recognized as a winner in the 2025 GDUSA Package Design Awards.
Scope —
Book design
Print production
Trade show
Experiential
Social media
Role —
Creative direction
Visual design
The Printed Piece —
I led the design and production of the book from initial vision through final execution. Mood boards were developed to define the visual direction—balancing the credibility of the research with a vibrant, tactile aesthetic that showcased Sappi’s paper and paperboard products through rich color, compelling imagery, and enhanced print techniques. I also directed a custom photoshoot with a hand model, creating all imagery used throughout the book and resulting in a cohesive, immersive visual experience.
The launch experience —
As Creative Director, I led the design of a custom booth experience to launch the book at LuxePack New York 2025, the leading creative packaging trade show. Working with the standard conference backdrop and furniture, we transformed the space into a bright, inviting environment with curated product displays and a looping video highlighting Sappi’s premium paper brands. At the center, an interactive iPad experience invited visitors to explore packaging samples, answer questions, and engage with the data firsthand.
Social media —
The campaign continued across social media with a series of animated and static posts that distilled the publication's research into engaging, shareable content. By adapting the editorial design system for digital platforms, the campaign reached new audiences while reinforcing Sappi's position as a thought leader in premium paper and packaging.
