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  • champion-carnival_swatchbooks-cover.jpg Art Direction by: Bart Crosby, Crosby Associates
  • champion-carnival_swatchbooks_interiors.jpg Art Direction by: Bart Crosby, Crosby Associates
  • champion-carnival_swatchbook.jpg Art Direction by: Bart Crosby, Crosby Associates

Champion Carnival Papers

The Carnival collection of text and cover papers was the most comprehensive in Champion's line of merchant-grade papers. However, sales were lagging, and there was no central marketing theme, value proposition, or visual style binding the promotional offerings for the five textural sub-lines within the brand. Based on user feedback, Crosby Associates built a “personality profile” for the brand, capitalizing on the product’s unique characteristics. The entire line was simplified, and highly focused messages were developed for all promotional materials and advertising.