Every year, Purdy runs a product-focused paid media campaign in both English and Spanish for the pro painter audience. In 2022 and 2023, we were tasked to develop positioning concepts to tell the productivity and quality story, highlighting the tools designed for efficiency. From handcrafted brushes that work with you, not against you, to high-quality rollers that provide exceptional coverage, to clever design features that cut down on the set up time, Purdy delivers products the pros need to get beautiful results fast. With that in mind, we created several concepts that approached the message from multiple angles, eventually landing on "Crafted for Productivity" as the campaign theme.
Brand: Purdy Professional Painting Tools.
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Year: 2023
Role: Art direction, copywriting, design.
Initial concepts included a simple and straight-forward approach with "Just Do More", that used a visual of a paint tool to replace the "O", "Zero Compromise" approach that positions the brand as one that helps Pros work faster without sacrificing the final finish, and "Pro in Productivity" theme that connected individual product benefits to their design, by pros, for pros.
The deliverables included a set of social media assets, display banners, interactive units and a landing page where those pieces lead.
Credits:
Creative Director: Stefan Woerle
Photography: Tyler Federico
Copywriter: Linda Yardley
Creative Director: Stefan Woerle
Photography: Tyler Federico
Copywriter: Linda Yardley