Johnstone’s Paint (PPG), a 125-year old brand, is a leading paint manufacturer. They approached us to give their brand a renovation to raise awareness with both trade and consumer audiences.
The makeover started with an evolution of their logo, fonts, colours and layouts to transform a tired look and feel into a dynamic brand identity. We set about creating their key brand photography with a colourful (and chaotic!) shoot composed of paint flying in the air. Placing rubber over a speaker, cranking up the volume and adding the all-important products, we captured the paint in action. We then retouched the shots for an impactful and energetic finish.
Having given the brand a much needed lick of paint, we brought it to life in their collateral to catch the attention of their audiences. This included brand manuals, livery, signage and event graphics to cover the complete customer journey. We also created a number of ads to showcase the strengths of their different products and convince tradespeople to pick the brand as their go-to for paint.
Our brand reinvigoration led to concept managing their first ever UK-wide consumer TV ad. Managing the project from the concept to the art direction and shoot, we worked in partnership with a production company. Themed around everyday DIYers, our ‘Here’s to the Doers’ campaign focused on different personality traits that are exposed when we embark on the seemingly monumental task of redecorating. Our aim was to create emotive responses such as, “you do that!” or even ”I do that!” to make the brand stand out with a relatable and humorous approach.
The ‘Here’s to the Doers’ adverts featured on prime-time TV slots across the UK and Ireland channels in several bursts since July 2015, and have created a surge in awareness and sales.