In 2020, Oregon celebrated 10 years since passing its paint stewardship law, the first of its kind in the U.S. PaintCare, which runs paint stewardship programs in states with these laws, marked the milestone by unveiling new branding that aligns with its goals for the next 10 years and beyond.
PaintCare, a nonprofit organization created by paint manufacturers, operates paint stewardship programs in some states that provide a solution for the problem of leftover paint. The organization encourages consumers and businesses to reuse and recycle leftover paint by setting up paint retailers and other businesses as convenient drop-off sites.
The organization’s brand and name had gained recognition with paint consumers in the time since the organization was established in 2009, but PaintCare saw room for improvement. PaintCare performed a brand perception study and found that the branding needed bolder colors, more legible fonts and more clearly understood graphic elements.
“There were a lot of great things about our previous branding elements, but after ten years of operation we observed some challenges, so we did some surveying and research to explore what impact there might be on the effectiveness of our communications,” says Brett Rodgers, director of communications for PaintCare. “We decided to add recognizable visual elements—leftover paint cans—and a tagline that clarifies our purpose: convenient paint recycling programs. Overall, we’ve received very positive feedback, but we’ll keep studying to make sure we accomplish the goals we set out.”
Over the next year, PaintCare will roll out the new branding in its print and digital communications. Adhering to its “use it up” values, the organization will provide marketing materials with the new branding to partner drop-off sites only after they’ve run out of the old materials.
PaintCare launched in Washington in April 2021 and now currently operates in nine states and the District of Columbia. It will launch a New York program in early 2022.
