Furniture designers didn't know powder coating. Now it's part of their very first sketches.

Jotun is one of the world’s leading brands in powder coatings, widely used to protect and decorate metal and aluminum surfaces—everything from skyscrapers to motorcycles and oil pipelines. However, when Jotun launched their first-ever range of powder coatings for furniture, they faced a challenge: introducing an unfamiliar product to furniture designers who had never considered powder coating in their design processes.

To break through, Jotun needed to make a personal connection. We chose Direct Marketing as our approach and crafted a campaign that resonated with designers on a familiar level. We designed custom-colored pencils that matched Jotun's coating palette and created sketchpad-inspired brochures with greyboard back covers. Everything was wrapped in a custom-made pencil case—an object designers have known and used since their earliest art classes.

We also named the new range "The Imagination Collection," positioning it as a tool to unlock new creative possibilities for designers. The campaign not only introduced the product but also earned Jotun credibility in an entirely new market.

This idea was developed alongside creatives Adam Fierman, Celia Jaber, and Ann Umer. For the full story, check out the case study below.

View the case study.

A custom-made pencil tin.

Pencils to match the colours of the different powder coatings.

Each pencil tin came with three brochures about the collection and a sketch pad.

Every brochure represents a range of colours in the Imagination Collection.

Every brochure had a grey board backside, just like the sketchpads they were inspired by.

Instead of combining a bunch of colour swatches on one page, which is the norm, we gave every swatch a spread of its own.

Every new spread was a source of inspiration to architects.

We elevated the quality of the collection by branding it and naming each individual colour.