Mohawk Fine Papers

Brand and Perception

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Writer, educator and consultant Debbie Millman is at the forefront of understanding how companies develop smart, effective brands for their products and services. Her book “Brand Thinking” features insightful interviews with prominent practitioners. We invited Debbie to discuss what makes successful brands so good at shaping consumer perception.

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The Haptic Power of Paper

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hap•tic  or hap•tical adj. [<Gk. haptesthai, to touch.] Of or pertaining to the sense of touch.

When you are selling premium leather riding gear, haptic perception is what it’s all about.

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Champions of Craft: Olimpia Zagnoli, Jacobsen Salt, Shelter Social Club

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We know that materials matter, and the right materials can take a project from good to great. In issue number eight of the Mohawk Maker Quarterly, we explore a variety of brands that deliver experiences to their customers through the materials they use. Today we follow up with three companies that truly embrace this concept.

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Making Memories | How senses and emotions help us store and recall memories

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There’s a family vacation photo on your desk—looking at it, you can recall details like the sun, the waves, the funny thing your son said just before the picture was taken.

Objects are powerful triggers that prompt us to recall past experiences. Researchers continue to explore how the senses influence how we form impressions and store and recall memories. Not only is the science fascinating, but it can also shape how brands communicate and win fans.

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Champion of Craft: Brothers & Craft

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We know that materials matter, and the right materials can take a project from good to great.

In issue number eight of the Mohawk Maker Quarterly, we explore a new media and creative agency founded by four brothers in Charleston, South Carolina, called Brothers & Craft. The brothers specialize in visual and written content development, photography, videography, styling, branding strategy and have worked with some notable brands including Shinola, Liberty Fairs, Tommy Hilfiger, Veuve Clicquot, Fossil, and more.  Read on to learn how they astutely master their brand.

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Become a Materials Expert: Tips for Communicators

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The competition for an audiences’ attention has risen to a fever pitch. They are overwhelmed, bombarded with more-more-more, with less and less impact. What we make needs to matter, to make an impression, to elevate itself from the endless churn of communication. But the question is, how? The answer may lie close to home: print!

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