Whiteboard partnered with Jacob and Sara Billingsley as they struck out on their own after many years of experience in commercial paint and coating services. The new company focuses on residential projects and needed an identity that would set them apart from run-of-the-mill local house painting businesses. They specifically wanted to avoid tired or trite references to painting like paint brush imagery, rollers, or cans. Our Senior Designer, Mark Walter, decided that a more subtle and abstract reference to paints and coatings coupled with a monogram would focus on the professionals at the core of the business. The type choices and implementation lend a blue-collar, hardworking tradesman, no-nonsense tone while the color transparency experiments play into the final palette, inspired by Josef Albers' color theory work - an interesting connection since much of his work involved cutting and arranging paint swatches.