A campaign for Arjowiggins Creative Papers to relaunch their premium Conqueror brand picked up a prestigious Silver Award at the European Design Awards. The rejuvenation campaign "It's Not What You Say, It's How You Say It" has been conceived and designed for the global paper manufacturer by creative agency reflexgroup to demonstrate the creative potential and inspirational value of Conqueror papers.

The campaign revolves around the launch of new ranges, colours and services for designers, including a series of five commissioned typefaces by leading typographer Jean François Porchez of Typofonderie. This is the third prize the Conqueror campaign has won: in April it received two trophies-one for type design and the other for use of typography-at the awards of the highly respected Club des Directeurs Artistiques, the French equivalent of D&AD.

The European Design prize has been awarded in the "Miscellaneous Printed" category in recognition of the diversity, imagination and implementation of the Conqueror relaunch campaign. This has provided Conqueror with a new global image and enhanced visibility across Europe, Asia and the Middle East. With an emphasis on Conqueror paper as an exceptional stimulus for creativity, "It's Not What You Say, It's How You Say It" includes inspiration books, the five free bespoke typefaces, practical selector tools for designers and promotional collateral for distributors.

The five typefaces, which provide a unifying link between the campaign theme and the various printed elements, are available as a free download on the Conqueror website. They include AW Conqueror Sans, AW Conqueror Didot, AW Conqueror Inline, AW Conqueror Slab and AW Conqueror Carved. In addition, a Chinese font is available, developed in partnership with The Beijing Founder Electronics Company. The inspiration book designed by reflexgroup to showcase the brand includes original commissions from three renowned contemporary artists: Seb Lester, illustrator; Thomas Brown, photographer; and Tsang Kin-Wah, who created artworks using the new typefaces to reflect the campaign theme.