pratt & lambert
brand-centered content marketing
Pratt & Lambert has long been revered for quality paint and a close connection to the interior-design community. The team at Pratt & Lambert expressed to us their desire to increase sales by winning a larger share of influencers in this highly competitive and ever-evolving category.
Pratt & Lambert asked us to create content specifically for architecture and interior-design professionals in two major markets: New York City and Los Angeles. By focusing our attention on these hubs of modern design and artistic talent in the United States, we positioned Pratt & Lambert as a go-to source for both trend reporting and inspiration—for passionate professionals and DIY devotees alike.
We encouraged Pratt & Lambert to try something new, and the company counted on us to come up with a creative strategy that would add drama and depth to this storied heritage brand without compromising its essence. We decided to harness new digital tools to set the brand apart, make a lasting impression on design professionals and enthusiasts, and show a new shade of Pratt & Lambert Paints.
First, we identified the key audiences we hoped to reach: design-driven professionals, consumers, and students who are passionate about incorporating color into their lives in interesting ways. To reach these audiences, we created Design in Color, a sophisticated digital magazine, available in New York City and Los Angeles editions. Our team combed both coasts for design hot spots, local culture, and color trends that would highlight Pratt & Lambert’s impeccable taste and illustrate that the brand had its finger on the pulse of the design community.
These digital magazines—Design in Color NYC and Design in Color L.A.—were updated with original content twice a week, and they were supported by a robust and diverse portfolio of social media channels for distributing content, building an audience, and engaging with fans. We created color-trended, custom-tailored social content adhering to native-channel UX and features, as well as search engines and algorithms, optimizing and maximizing the posts for reach and engagement based on secondary industry data and testing.