"IdeaPaint is an incredible product. It's essentially whiteboard in a can. It's a true disruptor in the industry and the design had to be reflective of that kind of market shift. Just putting it in another paint can when it was something so much more didn't make sense. The contemporary design was 180 degrees from any other paint or whiteboard brand. It was designed with simple white boxes and bold graphics, reminiscent of the giant whiteboards and fun content you could create with it. The product made so much sense, we wanted the brand voice to be as equally smart. Cans consumers had to mix together in order were labeled 'This' and 'That.' Who's going to mix That into This? Once the personality was defined, everything else was a no brainer."