Domtar: A New Name. A New Chapter
Our Role
The more we learned about Domtar, the more we realized the story wasn't really about pulp, paper, or a new logo.
It was about the people behind the company.
So we built the production around them.
We travelled through Domtar's operations across North America, speaking with people at every level of the organization — from senior leadership to the people working inside its mills, offices, and facilities every day.
Rather than scripting polished corporate soundbites, we created space for people to speak honestly about the company, the work, and where they believed it was going.
Alongside those conversations, we developed a brand anthem around a simple idea:
One company. Many voices.
We wrote the film so employees across the organization could each carry part of the message. Individually, they were speaking from their own experience. Together, they became the voice of the new Domtar.
And because this was an important moment for the brand, we treated the production with the same level of craft we would bring to a national campaign — cinematic photography, considered lighting, and a visual language designed to make an industrial company feel modern, confident, and human.
The Challenge
Domtar was bringing operations across Canada and the U.S. together under one name.
This wasn't simply a rebrand.
It was an opportunity to introduce a newly unified company to employees, customers, partners, and investors — and give thousands of people a shared sense of where the organization was headed.
The challenge was making that story feel human.
Because a new corporate identity only matters if the people behind it believe in what it represents.
The Result
The films helped introduce the new Domtar with a voice that felt unified without feeling corporate.
Employees could see themselves represented in the story.
Customers and partners could see the people behind the organization.
And investors could see a company moving into its next chapter with clarity and confidence.
What could have been a traditional corporate announcement became something much more personal: a company telling its story through the people who actually make it what it is.