PPG needed one consistent retail brand across more than 650 paint stores, where inconsistent identity, customer communications and employee materials were weakening it against Sherwin-Williams and Benjamin Moore. Vivaldi Group designed a brand identity system and messaging framework for PPG Paints stores, covering retail signage kits, customer-facing materials, advertising assets and internal employee engagement tools, so the brand launched consistently from day one. PPG Paints was unified across all 650+ locations, with a consistent customer and employee experience.
PPG needed to unify its retail paint store presence and build a consistent brand experience across more than 650 locations. Inconsistent visual identity, customer communications and employee materials were limiting the retail brand's ability to compete against Sherwin-Williams and Benjamin Moore.
Vivaldi designed a cohesive brand identity system for PPG Paints retail stores, including retail signage kits, customer-facing materials, advertising assets and internal employee engagement tools. The work covered the visual identity system and the messaging framework needed to launch the brand consistently from day one.
PPG Paints achieved brand unification across all 650+ retail locations, delivering a consistent customer and employee experience that strengthened its competitive position in retail paint. The internal rallying tools also drove employee engagement with the new identity.
| Client | PPG Paints, retail paint stores of PPG Industries |
|---|---|
| Industry | Retail, paints and coatings |
| Region | United States |
| Scale | 650+ retail locations |
| Competitors | Sherwin-Williams, Benjamin Moore |
| Vivaldi scope | Brand identity system, messaging framework, retail signage kits, customer materials, advertising assets, employee engagement tools (go-to-market strategy) |
| Outcome | One consistent brand across all 650+ stores at launch; stronger employee engagement with the new identity |
In retail paint, the store is the brand. Customers judge a paint brand by the signage outside, the materials at the counter and the people who help them choose a color, and PPG’s 650+ stores were presenting those differently from one location to the next.
Against two strong national competitors, Sherwin-Williams and Benjamin Moore, that inconsistency made PPG Paints look smaller and less coherent than it was. A brand launch would only work if every store could deliver it the same way on the same day.
Vivaldi designed the PPG Paints brand identity system together with the messaging framework that explained what the brand stood for. That system was then turned into practical launch kits: retail signage kits for the stores, customer-facing materials, advertising assets and internal tools that rallied employees around the new brand.
Because every touchpoint drew on the same system, the brand could go live across 650+ locations consistently from day one, and store teams had a shared story to tell. Vivaldi’s guide to launching a new brand, strategy first sets out the approach.
PPG Paints is one of the 9 go-to-market strategy examples Vivaldi has published.
PPG Paints engaged Vivaldi to unify its retail store presence across more than 650 US locations, where inconsistent visual identity and customer communications were weakening its position against Sherwin-Williams and Benjamin Moore. Vivaldi designed a cohesive brand identity system spanning retail signage kits, customer-facing materials, advertising assets, and internal employee engagement tools, delivering a launch program that aligned every touchpoint and gave store teams a shared story to tell on day one.
PPG Industries is a global supplier of paints, coatings, and specialty materials, with revenues exceeding $18 billion and operations in over 70 countries. Headquartered in Pittsburgh, Pennsylvania and founded in 1883, PPG's brands include PPG Paints, Olympic, Glidden, Dulux, and Comex. PPG's retail paint business is one of the most visible consumer-facing divisions of the company, competing directly with Sherwin-Williams and Benjamin Moore across thousands of US retail locations.
One consistent retail brand across more than 650 US stores. Vivaldi designed the identity system and messaging framework, plus signage kits, customer materials, advertising assets and employee engagement tools, so the brand launched the same way in every location.
Build a single identity system and messaging framework first, then turn it into practical kits every store can use: signage, customer materials, advertising and employee tools. When every touchpoint draws on the same system, consistency on day one is a matter of execution, not interpretation.
Because the store is where customers experience the brand, from signage to the conversation at the color counter. Inconsistent stores make a brand look smaller and less reliable than competitors whose stores look and feel the same everywhere.
Because store staff deliver the brand to customers. PPG’s internal rallying tools gave teams a shared story about the new brand and drove engagement with it, which is what made the customer experience consistent in practice.
