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Background / Challenge:

Valspar is a wholly-owned subsidiary of The Sherwin-Williams Company and a global leader in the manufacture, development, distribution, and sale of paints, coatings.

With over 60M Americans are afflicted with asthma and allergies, Valspar created a new paint that could help afflicted customers breathe a sight of relief. The new paint would also offer best-in-class performance and benefits including long-lasting durability, stain resistance and thick, one-coat coverage backed by a lifetime warranty.


We were retained by Valspar to create a name for this new paint brand designed for asthma and allergy sufferers. First we created the name ‘Valspar Plus’, then developed a visual identity system, packaging, positioning and precise audience messaging.


Valspar Plus became the first paint certified asthma & allergy friendly by the Asthma and Allergy Foundation of America (AAFA).


  • B2C
  • Brand Strategy
  • Brand Naming
  • Brand Identity

New York, NY

Miami, FL

San Francisco, CA

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