29. STRUCK DESIGN
Good work is a product of good relationships. Evidence of this is the branding Struck Design did for Utah Paperbox Company (UPB). “UPB has championed Struck Design for years and we worked closely with their in-house designers to redefine their logo,” says creative director Ryan Goodwin. “UPB is the printer around the corner. They have been in business since 1914, and let’s just say it took some real ingenuity to slice through decades of tradition and still respect the company’s heritage. We were working on a promotional piece to publicize the capabilities of their new press, when they hit us up for a new brand as well.”

The timing was right to rebrand; the company was currently in the process with their staff designers. By tweaking the perspective and font of the original mark, art director Peder Singleton focused on the aspect that UPB specializes in precision packaging. He designed the businesscard employing both a strategic diecut and score around the logo, creating a user friendly, tactile pop-out box. It is a literal representation of UPB’s skills and strengths.

“When you think of packaging, you think of boxes,” states Goodwin. The boxes concept developed naturally into a trifold letterhead featuring folded scores and a diecut peek to the logo. Each application of the logo was not handled in exactly the same way, but becomes a user experience that is refreshingly and cleverly designed to build and support the mark and the brand.
Kimberly Viviano