Paramount Paints came to Brandimage to expand on their high-end interior and exterior paints, to develop a highly innovative creative concept, and to create a compelling, comprehensive, clear platform. Brandimage created a story for the associates to sell from and consumers to trade-up or switch from. Once Brandimage had helped develop a brand identity for PPG, the next step was to leverage “high-end” as a new platform to add a more meaningful story for the master brand franchise.

The inspiration behind the design is found in semiotic meanings re-coded into the identity: the simplicity of the triangle conveys the pinnacle of achievement and strength, the tessellated prism suggests a spectrum of beautiful color and the triangle grid implies a high-tech shield of protection. To achieve a style-forward impression, the label utilizes matte, gloss, pearlescent and metallic finishes. 

Using meaning-based story telling and leveraging design codes, Brandimage created a brand that consumers see as truly unique and better. The story and brand identity were leveraged in the development of in-store merchandising and print communication. Furthermore, the semiotically-informed design story drove advertising as the overarching theme in commercials and online presence.

The results Brandimage brought to fruition for the client was a brand that has been granted as an exclusive at home improvement channel, and is credited with elevating the perception of the PPG master-brand. PPG’s Paramount is now seen as the go-to for the DIYer who has high standards and believes not doing a project perfectly is worse than not doing it at all. For them, Paramount must be the intersection of beauty and performance, helping them make their home a reflection of who they are.