dutch boy

Creative Direction

Audience Identification

Opportunity Identification

Brand Development

Brand Expression

Visual Identity

In-Store Collateral and Merchandising

Photo and Video Production

Print Collateral

Dutch Boy came to us with a unique proposition: to reinvigorate a well-known but tired brand by creating a dynamic and engaging in-store merchandising system aimed at a new generation of customers, the all-important millennials.

Dutch Boy Weekend Wonders Card Covers
Dutch Boy Weekend Wonders Kitchen Image

The Work

What resulted was a reinvented, revitalized brand that serves as the cornerstone of a 360-degree consumer experience tailored to a new DIY generation, while still satisfying the needs of the core functional paint shopper. Out of this rebrand also came tangible assets such as a brand identity (including logo and marks), fixture and design merchandising, store wayfinding and promotional signage, corporate sales strategy, and internal and store-employee training guides.

Dutch Boy Store Fixture with Card
Dutch Boy Logo
Dutch Boy Kids Cards On Cloud Nine
Dutch Boy Choose Your Own Color Card
Dutch Boy Image of Paint Supplies Laydown
Dutch Boy Gallon Paint Cans Lined Up
case study

Pratt & Lambert

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