Project Overview

Contracted to help an online contemporary interior paint brand whose business goal was to be the first supplier with green credentials to offer a premium fire-retardant emulsion.

Two years after its launch, the brand was failing to make an impact in the sector. Brand awareness and sales remained low, and subsequently arriving at ‘make’ or ‘break’ time. 
The business had reached crunch point and had to decided whether to keep going or pull the plug.

Initially, the business invested in expensive influencer Marketing Partnerships and PR with little return on investment.  My first step was to undertake a Marketing Brand, Audit, and Review, to understand the challenges surrounding and competitor landscape; followed by a Brand Development Workshop.

Identified Issues and Challenges

The Marketing Brand Audit and Review quickly highlighted issues such as inconsistent branding and conflicting messages.

The ‘Brand Story’ was incomplete and didn’t showcase the brand’s USP’s and user benefits in a consistent or clear manner.  Consequently, the brand lacked any personality, making it tricky for consumers to buy into the brand and connect with it.

After further research and consultation with different stakeholders in the business and across the Sector; feedback highlighted that the Marketing material’s style of branding and messaging was perceived to be unsophisticated and conflicted with the brand’s premium price tag.

Project Plan

To address the key issues surrounding the brand, I undertook a Brand Archetype Analysis.  This allowed me to examine and understand how to differentiate the brand from competitors, develop the brand positioning strategy and inject personality into the brand.

Aligned with the brand’s business goal in mind, building on the company’s heritage, contemporary colour palette, green credentials, fire retardant features; I created and developed a new brand story around the benefits of colour therapy. Working in partnership with a colour therapist, I was able to write the copy and create messaging focused on the benefits associated between well-being and colour.

During the brand direction stage, I worked in partnership with tml.’s trusted graphic designer and together, we shaped a memorable and credible brand image to really capture bring both the brand story and persona to life.

I then proceeded to write and update all the copy for the website, new brochure, and colour cards, refreshed all social channels, launched a blog, newsletter and promotional colour card welcome pack which accompanied all orders and complemented the existing packaging.

The new Marketing Material and Colour Card Welcome Pack clearly highlighted the user-benefits and offered insight into the well-being benefits of colour. Offering a new and exciting perspective into choosing paint and most importantly; giving its target audience a real emotive reason to connect with its target audience.

The Finale

Pre-launched and tested the refreshed brand and marketing promotional material at a renowned industry trade exhibition.  Branded giveaway merchandise for the exhibition included colourful pens, paint stirrers and a ‘Take a break’ from DIY pack which included Tea, Coffee, and a biscuit

Complemented by its distinctive and unique point of sale stand, the refreshed branding really stood out and was positively received by attendees. Attracting attention and interest from leading brands, consumers, interior designers, along with leading industry suppliers, such as Crown and Brewers.

Following on from the exhibition, the next stage was to implement an Integrated Marketing Campaign to relaunch the updated brand to consumers and raise brand awareness, click here to find out more.