Art Director in team tasked with branding the new Purple Drywall. From Logo to TV Commercial and everything in between. 

LGA Art Director: Kate Daughtry, Copywriter: Rob Healy, Group CD: Marty Kelso, CD Steve Dunkley

Purple logo

Often drywall products are exclusively targeted towards contractors and developers. This campaign was uniquely targeted to the homeowner and their DIY projects. We wanted the homeowner to ask their contractor for this Purple product by name. To make consumer friendly, I included the easily identifiable icon of a home plus an arrow moving forward to represent the improved technology. 

PURPLE COMMERCIAL

In order to display all the benefits of Purple Drywall, our team came up with the concept of homeowners not caught up in the superficial elements on their house hunt. In the same manner that Real Estate agents talk about the kitchen cabinets, we have a quirky agent who's more concerned with the drywall features behind the beautiful interior design. At the end, the smart homeowners decision to buy the home is only after all the beautiful interiors are removed to reveal the drywall beneath.

PURPLE PRINT CAMPAIGN

This campaign urges consumers to look beyond the interior design of their homes and think about the foundation for their walls. In each piece of the Purple print campaign, different aspects of the Purple technology are highlighted through consumers peeling back the superficial to reveal their drywall. 

Digital

In order for the new askpurple.com site to function hand in hand with the rest of the campaign, I worked with the web development team to create a look and feel through style tiles and custom icons for the new website. Multiple banner ad executions were also included with this campaign.