Excitement in design education

/INS. “We can do a lot of exciting things in an academic environment. But we can’t recreate the sense of excitement that arises when a company offers us realistic tasks,” explain Sallyanne Theodosiou, Senior Lecturer Graphic Design and her colleague Sophie Beard, both of the University for the Creative Arts, Epsom, UK.

Over the past year they have implemented a project together with Iggesund Paperboard in which the aim was to confront the students with Iggesund’s Invercote paperboard. The students could choose between tasks to do with topics such as packaging construction, infographics and sustainability issues. In addition to the University of the Creative Arts, the other participants were Norwich University of the Arts and the University of Salford.

The project is a joint venture between Iggesund Paperboard, the British trade journal publisher Earth Island Publishing and The Heaven Company. Veronica Heaven, managing director at The Heaven Company developed Brief Cases, a model for cooperation between academia and industry.

Paradoxically enough, Iggesund’s motive for initiating the project was the trend towards digitalisation. At the same time as the entire graphical production process has been simplified and streamlined, the designer has also ended up being farther away from the material, and knowledge of the materials has been eroded.

“For far too many designers, the computer screen is their interface to the rest of the world,” explains Staffan Sjöberg, who is responsible for the project at Iggesund. “Knowledge about the importance of choosing materials is not as strong as it was 25 years ago. Our goal is to get more designers to realise that the right choice of material can be the difference between success and failure.”

“Meeting young ambitious design students is one of many activities we are doing in order to increase the presence of Invercote in the UK. We already have a strong market position for Incada but there is definitely room for more Invercote,” adds Brendan O’Sullivan, in charge of Iggesund sales in UK and Ireland.

Iggesund Paperboard manufactures Invercote and Incada, in Sweden and in the UK They are two different types of paperboard material but both are at the top of their market segment in terms of quality. They are both made of virgin fibre and are constructed in multiple layers, unlike traditional paper. The multi-ply construction creates an extra stiffness and makes it possible to fold both paperboards without them cracking.

“It’s not unusual for a company to make a huge effort to find a creative designer and then to search intensively for a photographer with originality. He or she then wants to work with models who have a good reputation. When the result of all this work is ready, it is then handed over to be printed or converted without giving a thought to what material it should be printed on and why,” Sjöberg emphasises. “There are many examples of things going really wrong, and that’s one of the reasons why we are committed to encouraging designers to think more about their choice of material.”

For a company like Iggesund, though, such work involves a lot more than just influencing tomorrow’s designers. The focus has lain on Iggesund’s sustainability efforts, the fact that the company has been singled out as a model by the Carbon Disclosure Project, and that the company is included on the Global Compact list of the world’s 100 most sustainable companies.

“It’s a welcome reality check to see how many young people in an educational setting accept our reasoning about sustainability issues,” Sjöberg adds. “If we can’t convince them, we should think again.”

For Sallyanne Theodosiou at the University for the Creative Arts the collaboration has been fruitful.

“Of course that’s because the students had the opportunity to work with Invercote, but also because Iggesund Paperboard provided both realistic tasks and relevant feedback. That type of collaboration is incredibly important for our students,” she says.

Caption 1:Dan Thorne, Craig McFarlane and Eddie Magee, design students at the University of the Creative Arts in Epsom showing their idea of how to convey Iggesund’s environmental performance.© Iggesund

Caption 2: Sallyanne Theodosiou, Senior Lecturer Graphic Design at the University of the Creative Arts in Epsom, and Mike Morris, editor of Packaging Solutions are examining a laser cut card made on Invercote from Iggesund Paperboard.© Iggesund


Iggesund Paperboard is part of the Swedish forest industry group Holmen, one of the world’s 100 most sustainable companies listed on the United Nations Global Compact Index. Iggesund’s turnover is just over €500 million and its flagship product Invercote is sold in more than 100 countries. The company has two brand families, Invercote and Incada, both positioned at the high end of their respective segments. Since 2010 Iggesund has invested more than €380 million to increase its energy efficiency and reduce the fossil emissions from its production.

Iggesund and the Holmen Group report all their fossil carbon emissions to the Carbon Disclosure Project. The environmental data form an integral part of an annual report that complies with the Global Reporting Initiative’s highest level of sustainability reporting. Iggesund was founded as an iron mill in 1685, but has been making paperboard for more than 50 years. The two mills, in northern Sweden and northern England employ 1500 people.

Further information:

Staffan Sjöberg
Public Relations Manager

Iggesund Paperboard
SE-825 80 Sweden
Tel: +4665028256
Mobile: +46703064800


vote data

Let us know if you are going to use this press release. Thank you!

Head office Iggesund Paperboard
Iggesund Paperboard AB
SE-825 80 Iggesund
Sweden / Sverige
Phone: +46 650 280 00
Fax: +46 650 288 00



Press contact

Staffan Sjöberg
Phone: +46 650 282 56
Mobile: +46 70 306 48 00


Via social media

The Iggesund Mill

Making the world’s best paperboard is easy. You need water, carbon dioxide and sunlight to grow a seedling into a tree. Then you need sustainable forest management that can deliver first-class timber. There must be a pulp mill and a paperboard mill, and then distribution channels to get the paperboard to everyone who wants to use it. Most important of all, though, to the manufacture of Invercote are the skilled professionals who do their best – people who are proud of what they achieve and do not compromise on the quality of their work. Iggesunds Mill has traditions stretching back to 1685. Throughout that time dedicated individuals have done their utmost to use the renewable forest to benefit other people.

A world-class mill

Iggesund Mill (including Strömsbruk Mill) in Sweden is one of the most advanced, fully integrated pulp and paperboard mills in the world. Not least thanks to our long term majority owner, we have very well invested mills. There are many benefits having an integrated saw mill – we manage raw material together and we can use all the waste from their production to either make pulp or energy. In return we feed the saw mill with steam used to dry the timber. At Iggesund Mill, 100% of the pulp used to make Invercote is produced on location and pumped wet to the board machine. This means that we use no market pulp. Not drying the pulp preserves some mechanical properties of the fibres.

This advanced technology – hundreds of metres of paperboard machines – is controlled by employees with various forms of special expertise. The machines work around the clock and year round to produce tonne after tonne of dazzling white paperboard. Technical perfection and numerical control processes are all well and good but for excellent results you also need team spirit and a good working atmosphere. Invercote’s unique properties are the result of the interplay between expertise, a positive spirit and cutting-edge technology.

Actively investing in bioenergy

In 2012 the new recovery boiler was inaugurated at Iggesund Mill, an investment made possible by the long term perspective of our majority owner. With it in operation, the mill produces all the heat it needs, and can also provide district heating to the nearby community. It also produces nearly all the electricity needed for the mill, and is connected to the grid to be able to output excess electricity if needed. As the new boiler was trimmed into operation, it drastically reduced a lot of emissions between 2013 and 2014: fossil CO2 by >85%, particles by ~45% and sulphur by ~35%

With the installation and trimming of the new recovery boiler, emissions to air have reduced drastically from already low levels – graph being updated shortly. Measurements have shown that only 1% of particles in the air of Iggesund village comes from the mill. The majority of particles comes from domestic fire places and cars.

Care for our customers and their businesses

Paperboard must be there when the customer needs it. All the quality features in the world are meaningless if the deliveries don’t arrive in time. Delivery precision is a high priority. A maritime transport system guarantees overseas customers receive shipments with the lowest possible environmental impact. The service doesn’t stop there. Every tonne of Invercote comes with access to documentation and knowledge about how to make best use of the paperboard. The knowledge and market-based technical support provided by Iggesund, help customers to achieve dazzling end results and optimal production economics.