DayGlo

A century-old B2B reenergizes with a B2C glow-up.

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Getting the consumer credit it deserves: a printing pioneer electrifies its brand.

When DayGlo started in 1946, they were the first and only manufacturer of their kind, developing cutting-edge solutions that color our world—literally. From paints and coatings to fluorescent pigments and dyes, DayGlo has paved the way in color innovation, helping businesses elevate products, services and experiences through color.

But over time, new players began to dilute DayGlo’s standing in the very category it created. LPK partnered with the B2B to realize the full potential of the brand, reclaiming its standing as the inventors and innovators of the brightest, boldest color on the planet.

DayGlo came to us at a pivot point, making major shifts with new strategic sourcing, product innovations and exciting brand partnerships. It was the right moment to revitalize their brand too, retelling the story of DayGlo and how they’re evolving to meet emerging customer needs.

Our team began with the strategic foundations and brand architecture, bringing DayGlo’s various entities (Sterling, Radiant and Swada) together under a single masterbrand, united by a common purpose—to be the “ultimate catalyst for color expression.” Awe-struck by the high-tech, hyper-imaginative experiences that DayGlo creates, our team developed a brand expression system that truly mirrors the magic of DayGlo.

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Expertise
  • Category + Consumer Trends
  • Consumer Target Definition
  • Portfolio Strategy
  • Go-to-market Positioning
  • Brand Identity Design
  • Naming + Messaging
Products
  • Actionable Consumer Desires
  • Brand Foundations
  • Brand Transformation
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Project Outcome

Built on a rich rainbow of color, dynamic graphics and a tone of voice that looks to the bright side, the new brand embodies the art and science of color that is central to the brand—vividly expressing DayGlo’s story and full spectrum of expertise at every touchpoint. “This is a giant leap forward,” says Alissa Kolarik, Global Marketing Manager for DayGlo. “Now we have a brand that really captures our imaginative, innovative spirit.”

”This brand is driving new relationships and differentiating us from the competition. And we’re just so proud to show it off.

Alissa KolarikDigital Marketing Manager, DayGlo