Benjamin Moore & Co.
Color can be complex, especially when it comes to finding “the one.” In 2010, Benjamin Moore asked us to help launch a new designer paint line. The result was Color Stories, a premium, full-spectrum color system. Using strategic planning, creative direction, design, and copywriting, we developed the positioning, visual identity, voice, and retail presence, plus 200 original paint names, each with its own individual story. This unique new system was introduced in five North American pilot stores in November 2010 and is available today in stores nationwide. Retailer sell-through and consumer response have exceeded client projections.