A global auto-refinishing business, U-POL had suffered from a lack of investment and strategic direction. Despite global distribution, excellent R&D facilities and first class product formulations, the business was perceived as dated and lacking quality. We were asked by the new team to help reposition the brand based on its heritage, quality and innovation credentials.


As a starting point for the transformation, we created a premium new identity together with the strapline ‘Driving Surface Perfection’. This neatly encapsulates both the company and the brand mission. Inspired by luxury car marques, the new U-POL identity is ‘forged’ from brushed steel on a background split by a curve to reflect the perfectly smooth bodywork of a vehicle. The new identity sits proudly on all packaging and collateral bringing a quality and consistency to the range.


“DGI was the clear choice of agency to partner with in meeting our brief to transform all elements of the U-Pol brand. The biggest compliment that I can pay the DGI team, is that they effectively operate as an extension of our own marketing team. They listen, challenge, and respond with urgency, to meet the pace that we are generating in our business. The feedback from our customers & the market that we operate in has been overwhelmingly positive and this is now being translated into business results.”

Chief Marketing Officer, U-POL