W Brand Development and our creative
partners have helped shape some of the
country's most enduring brands.

Stir Up a Category

Paint had traditionally been viewed as “work in a can.” Research proved that paint was viewed as a commodity and purchasers were satisfied with current paint offerings and prices. Benjamin Moore was about to launch a new paint technology that was twice the price as their current offering. We needed to find an emotional hook that could elevate this new offering and justify the premium price to a skeptical audience. Color was the way in. We celebrated the intense, richly emotive qualities that color brings to life, by positioning Benjamin Moore’s latest premium innovation as the ultimate expression of color for those who embraced color as a way of life.

Authentic Brand Idea

Enriching Life