UPM Communication Papers – Paper. Because It’s Real.
Client: UPM Communication Papers / KnowIt Marketing Consultants
Role: Consulting brand writer
Discipline: VOICE / COPYWRITING
Voice
Worked with the new brand promise — “Paper. Because it’s real.” — developed by the consulting team. My role was to build the campaign narrative and write the language that brought it to life. The tone needed to be confident, human, and future-facing — not nostalgic. It had to defend paper’s enduring value in a digital-first world, and make people feel the substance behind the slogan.
Copywriting
Wrote the full campaign concept and messaging platform, including teaser ads, tone-of-voice direction, long-form brand narrative, and the content strategy for UPM’s global Paper Summit publication. From sustainability stories to editorial features, the work made a strong business case for paper — emotionally and economically.
Brand Voice
Key Traits:
Grounded truth — clarity, not sentimentality
Haptic and human — evokes the physical connection of real materials
Purpose-led — frames paper as a medium of societal and business value
Culturally resonant — defends paper’s relevance through real-world proof
The brand line was set. But it needed a voice to carry it. I wrote the story that gave it weight, warmth, and commercial substance — from campaign copy to summit content and beyond.
