The Tork Revolution site positions SCA Tissue as not just a com­pany that sells “Away From Home” tissue products, but as a strategic partner focused on helping its customers improve their businesses while strengthening SCA’s own position as an authority in the market. “Our focus,” explains Avenue creative director Bob Domenz, “was to offer their customers a unique experience for the industry by presenting the products as solutions specific to each industry segment.”

The biggest influence in designing the site, according to Domenz, was extending a fully integrated marketing program his firm had created for SCA called “Business Concerns.” “From the very beginning,” he says, “we wanted to do something unlike anything in their industry, and create the clearest, most engaging experience possible.”

Having benchmarked a variety of other sites while considering the design of this one, Avenue hit on presenting the layout and nav­igation very organically. Each step of the hierarchy is represented as a layer, with three layers that stack upon one another in a quasi-iPod interface style. The goal of the site was to provide an immersive experience to forward the integrated campaign online and drive potential customers to sign up for a free trial offer of Tork products.

The typical visitor to this website would be a distributor who sells tissue products and dispensers, or an end-user such as a restaurant owner or building manager who buys these products and is looking for ways to lower paper cost and operational waste stream while strengthening the image of their business. “In this industry, no one else is bringing this type of experience on the web to their customers, or presenting their products in the context of the dif­ferent industries that buy them,” says Domenz. “We are trying to bring a level of sophistication to the Away From Home tissue market and move away from the ubiquitous clichés of sites and ads typical to this market.” With dramatic imagery, bold typography and clear copy to qualify product claims, the site is approachable and highly professional. Not only does it serve to position Tork as a more authoritative company amongst its competitors, it wipes away a few customer worries in the process. R. Ashby