Paint is synonymous with colour. In a category that sells 80% white, the conversation is all about inspiration for everything but. The PPG Paints New Zealand brand book helps the marketing teams delivering the brand to understand it’s unique proposition. Their audience see painting as a chore, and are intimidated by the prospect of choosing colour.

PPG Paints needed to be seen as an enabler and inspirer, who make choosing, and painting, easy. Just add colour. Starting in black and white, we invited readers into the story visually. We shared the possibility of a blank canvas, then shared the insight of audience pain points, before resolving PPG's strategic position in full colour. Telling the brand story and personality in the bright bold colours of PPG's campaigns, imbued an energy and positivity to inspire readers in how comms can help to create a positive, easy customer experience.