Creative brand design company in the South West.

Challenge

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.

Solution

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.