Creativity into clarity

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    Client PPG Industries
    Shifting & Shaping People & Places

    In protecting and beautifying the world with PPG products we were engaged to lead the portfolio and brand strategy in Australia and New Zealand. And in this, to shift DIY’ers from the dominant and emotionally rich Dulux brand to a PPG brand. A challenge compounded by the cold and industrial environment of Bunnings where consumers are seeking advice and assurance about their choices for their homes, their sanctuary.

    In an evolved ‘better’ tier Sunproof has been completely relaunched with a single-minded positioning of sun protection. EASYCOAT needed a considered tweak in hierarchy and design.

    We brought a sense of comfort and ease - playing to the tension within the insight and sub-brand’s name. EASYCOAT has been evolved with a purpose of ‘bringing homes to life’ and a vision ‘to make painting easy.’

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    Its design hierarchy was tweaked to simplify its reason to believe of EASY. FAST. SAFE for those homes where life is real. It is more engaging for consumers seeking assurance within the foreign world of hardware. It is also a great value proposition helping make it easy for me, easy for my family.

    Defining a stronger and more purposeful PPG portfolio has built a master plan with a new factory being commissioned. Consumer insight focused brand propositions backed by exceptional product performance. With success being determined in how we make DIYers, architects and property developers feel about their paint choice and the emotional connection they have to the task.