When San Francisco-based Hybrid Design began working with Mohawk, the stalwart paper manufacturer was in need of a little soul-searching. In a progressively digital world, what is the relevance of paper and, by extension, a company that produces it? At Mohawk’s heart there has always been a maker spirit, and maker culture today is thriving despite (or perhaps in reaction to) the increasingly digital environment. It’s a culture that values details, quality, discovery and tactility—a natural cultural connection for Mohawk. To launch the Mohawk Maker campaign, Hybrid articulated the core values of Mohawk’s brand in a publication called A Declaration of Craft as well as a brand video. Following this up was a two-pronged approach that targeted both the creative and print communities: The Mohawk Maker Quarterly, designed to inspire the maker community and align with its values, and the Mohawk Craft Cooperative, created to reengage printers with their value as craftspeople.