I'm working on a few projects right now, including some case studies.



One thing I've been focusing on is a new ad campaign for Duron Paints & Wallcoverings (a division of The Sherwin-Williams Company). I've also tried revamping the logo and I'm working on a few slogans. "Paint in color" seems to be my favorite at the moment. Having "Paints & Wallcoverings" as part of the logo might not be necessary as they have an established brand identity with commercial clients. The idea with the "little boxes" design study is to test the idea of using "drab" paint swatches contrasted with bright vibrant colors while trying to create motion within the space. It's a work in progress, but the Flash potential is great. One thought is to create a paint game or tool using Shockwave to take people from "drab to fab" in no time flat. (This same tool could be applied across a broad range of brands and using in various other applications, including in-store kiosks.)

The hope/focus is to build on the brand and make Duron a designer's must-have. Designers appreciate good design, clean logos and a cohesive brand strategy. Duron does not have that. As a part of Sherwin-Williams, it might be a better option to market the Duron brand as the "green" division in order to capitalize on the current wave of eco-centric consumer interest.

As I've stated for many years now, if you look at economic downturns or slowdowns in market growth, you'll notice a trend after the initial shock of the lowered sales revenues and market adjustments: advertising and design budgets generally increase. Most companies understand that the best time to invest in smart, focused and brand-developing advertising is when the market is souring. There is never a more important time than an economic slowdown to prove to customers your company's value and to create or enhance a need. Aside from having a solid product or service, advertising and design is the most fundamentally important thing any company can invest in order to whether the storm while increasing brand loyalty and exposure.


We're also working on developing the branding for a new campaign strategy and design firm. The idea is to capitalize on the growing emphasis of campaigning through the web. The idea behind the above design directions is to no only think about potential slogans and their marketing potential, but also convey a non-partisan approach to campaign website design, administration and strategy. We're playing with color, but I'm a big fan of Pantone 412-406. Especially when it's paired with minty 351 or cool blue 3105. I'm liking 1767 pink this week too.

Labels: Advertising, Case Study, design, Duron, JSDS, Justin Schuck, Marketing