2019
Discipline
Graphic Design, Advertising, Digital Design, Brand Identity
Client
Dulux
Industry
Retail, Engineering
Facing intense competition in consumer paint, Dulux asked where its next opportunity might lie. We began with two questions: did the brand need to compete head-on for every consumer, and who already chose Dulux without being persuaded?
Interviews pointed to architects, interior designers and painters who valued not just the colours, but the imagination in their names. Dulux did not simply offer more choice. It helped people see what a colour could become.
“Colour takes you places” became the direction. It shifted the emphasis from more colours to the right colours: those that could evoke a place, mood or memory.
For professional audiences, we created a cover collaboration with Singapore Architect, using colours drawn from the issue’s cover image. A redesigned digital interface helped users select and generate palettes from their own references, while interviews with architects and designers explored colour as a creative tool.
With Design Sojourn, we also prototyped new paint-as-a-service ideas beyond the existing business model.
The work gave Dulux a clearer place with the people who use colour to shape how spaces feel.
