In 2007, the goal of The Dieline was to be the leading package design resource. By 2018, their bigger aspiration was to be the destination for the design community and the brands they love. Dieline documents the brand creation process– ideas, design, finished product, innovation. Our visual system celebrates this with the new wordmark, symbol and typography, creating a playful subversion of the packaging process. Dieline launched with a redesigned website, brand film and social campaign. On launch Day, the new website increased visits by 156%, with a sustained increase of 27% monthly YOY.

The custom display typeface "Dieline Sans" extends the process concept with a rigid, mechanical structure, informed by a strict grid. But when required Dieline Sans steps out of bounds. This allows for cross-platform usage (website, social, video, etc.). From specifications, color values to finishes and processes — the language used subverts the packaging vernacular to create a playful tone of voice, nodding the concept of Process again.