Benjamin Moore Color Pulse®
- Integrated Marketing
- Brand Identity
From 2005-2012, the annual color trend forecast Color Pulse® provided a high-concept, brand-positioning vehicle for Benjamin Moore that targeted architects and designers across industries. Released two years in advance, each trilingual edition communicated an overarching trend and supporting themes through sourced imagery and Benjamin Moore®-specified paint colors. Sourcing imagery that visually demonstrated the trends required a deep understanding of the underlying concepts and a keen eye for interpretation. Working closely with the client’s Director of Color & Design, our branding program received numerous Sappi awards and international recognition.
The Challenge
The challenge of the new Color Pulse® brand identity was to shift perception of the classic Benjamin Moore Paints® brand, widely recognized for its Historical Colors Collection, to a trend savvy contemporary market. As an annual edition, the branded forecast also needed to be cohesive yet flexible enough to accommodate evolving visual content and color palettes.
The Solution
An emphasis on clean, bold typography and a modular, architectural grid structure enabled each forecast to showcase its trend-forward color directions in a way that was cohesive, adaptable, and put focus on the content and overall message. The functional modern design was also minimal enough to be compatible with the established Benjamin Moore Paints® brand.
