Paper, Purpose & Process: What It’s Really Like Designing for Paper Matters
Paper, Purpose & Process: What It’s Really Like Designing for Paper Matters
We’ve always believed that good design doesn’t come from sparks alone — it comes from curiosity, rigor, play, and the courage to keep asking what if? That’s exactly the spirit Domtar captured in their recent interview with our Senior Designer, Josh Malchuk, for their Paper Matters magazine.
We’re honored to have had the chance to collaborate on this project, and we wanted to take a moment to share not just the what of the work — but the why and how behind it, in a way that feels true to our own perspective.
Design Isn’t Decoration — It’s Interpretation
When we dive into a magazine like Paper Matters, our job isn’t simply to make something look good. It’s to create a visual language that nurtures the reader’s curiosity, guides their eyes, and makes complex stories feel intuitive and inviting. That begins with thoughtful hierarchy — clear visual cues that help you know where to start, where to linger, and where to explore next.
Every design decision — from headline scale to imagery placement — is a choice about how you read, how you think, and how you feel as you turn the page.
Constraints Are a Playground, Not a Roadblock
One thing Josh called out in the Domtar interview was our relationship with limitations — especially when content doesn’t come with polished imagery. In those moments, we don’t force visuals. We invent them. We mine icons, stock elements, and custom graphics to create something meaningful that still feels anchored in the story.
Limitations are not obstacles — they’re invitations. They demand we think more creatively and make choices that are smarter and more expressive.
Empathy Matters in Design
A magazine is a lived experience, not a static object. That’s why we prototype multiple paths through an article — not just one look. It’s one thing to make a page beautiful; it’s another to make it readable, comfortable, and joyful to engage with. We balance typography, whitespace, rhythm, and imagery so the reader never feels confused or overwhelmed — even when the ideas are rich.
Design empathy means putting the reader first — and letting that lead every choice.
Details — The Joy of Discovery
Here’s one detail many people will overlook: there are 35 totally unique glyphs and letters used in the ransom-note style headlines throughout the issue — and only two are repeated. That kind of nuance isn’t essential to function, but it is essential to feeling.
Little things like that aren’t accidental. They’re purposeful flourishes that reward curiosity and invite a slower look. That’s where real connection happens.
Creativity Isn’t Random — It’s Cultivated
Most people think design inspiration strikes like lightning. But good design comes from craft, iteration, and giving yourself the space to see things anew. In practice, that often means stepping back, letting ideas breathe, and returning with fresh eyes. That practice — more than luck — gives us room to do work that feels alive.
What We Hope You Feel
Design should feel intentional. It should feel purposeful. It should feel like someone truly cared about how you experience a piece of work.
With Paper Matters, that was our goal: not to decorate the pages, but to translate the stories within them. To help elevate the voices, the ideas, and the rich human curiosity that lives there. And if we’ve done that even a little bit — encouraging you to dream a bit bigger, think a bit bolder, or simply appreciate the craft of print — then that’s a win for all of us.
This issue also marks an important milestone for us — Paper Matters is the fifth issue we’ve had the pleasure of designing in partnership with Domtar. Each one has pushed the work forward in new ways, and we’re proud of the trust and collaboration that has grown with every edition.
If you’re curious to flip through the issue yourself — or want to explore how well-crafted design can elevate your brand story — we’d love to talk.