As India's biggest bagasse-based paper manufacturer, (Tamil Nadu Paper Limited) TNPL was distributing paper and packaging board products to 60 countries across the world. Striving to master zero waste manufacturing, it was already repurposing by-products to create cement and ensuring local farmers' livelihoods were supported. Despite being a thought-leader in all aspects, its website neither portrayed TNPL as one nor brought any visibility for the scale of its interventions and initiatives.
One MG proffered that as an industry with subdued adoption, there was an urgent need to orchestrate a massive shift in the positioning of the website. From being perceived as mobilizing deforestation, TNPL would be viewed by its investors, customers and the ecosystem of sellers as an organisation that is environment and community first. Thus inspiring the mindset that every purchase can be made with good conscience - and boosting/inflating its brand value.
TNPL's innovation and sustainability were both futuristic - besides being inaccessible, resources around TNPL's efforts in improving wastelands, and certifications and awards were not reader-friendly. Along with a mobile first approach to the entire website, the content was sharpened to reflect the new positioning and industry best practices - like CMS, and general and technical SEO - were integrated. Paper-inspired illustrations were incorporated to visually drive TNPL's progressive stance. A visual-heavy design philosophy and UI tied together this paper giant's futuristic vision with its production scale - in paper, packaging board and cement segments.
