PPG, the world leader in coatings, identified an opportunity to expand their Pittsburgh Paint and Stains brand with a new high-end, super-premium line. PPG engaged Brandimage to author an innovative creative concept for a new brand to inspire people to trade up or switch to Paramount.
Consumers are looking for long-lasting finishes that protect their walls from their busy lifestyles, but won't force them to sacrifice on style and design. They have high standards for the DIY products they use, because not doing a project right is worse than not doing it at all.
Brandimage identified “the intersection of beauty and performance” as a unique and motivating idea. Semiotic meaning is re-coded into the brand’s icon; the pyramid conveys the pinnacle of achievement and strength, the tessellated prism suggests a spectrum of color, while the triangular grid pattern signifies a high-tech shield of protection.
The meaningful design language is the foundation of Paramount’s story-based activation across touchpoints, including online, in-store merchandising and color selector system, marketing communications and advertising.
Paramount is now seen as the go-to for those who believe not doing a project perfectly is worse than not doing it at all. Paramount helps them make their home a reflection of who they are.