In this mercurial moment, how are designers pivoting to meet the changing world head-on? Neenah explores that question in Rethink Everything, an editorial promotion designed by Design Army, that tells the stories of six creative pioneers taking on the challenge.

Pum Lefebure and Design Army have conceptualized and art directed a new campaign, featuring the tagline ‘Where Ideas Lead’ that helps rebrand Neenah as a solutions company and, at the same time, modernizes the concept of paper.

The recent refresh of the CLASSIC® Papers portfolio was more than a year in the making. Neenah Brand Manager Kathy Kemps and design partner Pum Lefebure of Design Army provide answers about this ambitious undertaking.