Backdrop is a new direct to consumer paint company that together with the founders, we redesigned the entire user journey, from paint selection to paint cans and easy to use paint essential tool-kit.

Painting today is pretty painful. From multiple trips to the hardware store to tiny color cards; from messy sampling to expensive supplies—the paint industry is deeply outdated. The Backdrop founders, in collaboration with our team, identified that there was an easier way to both search for the perfect color, test it at home with adhesive squares, and buy paint straight to your home. From logo to typography to photography style, every aspect of how Backdrop shows up in the world was carefully curated and designed to get the job done. Our graphic and industrial designers worked side-by-side to apply the new identity to Backdrop's painting tools and packaging and ensure the brand's IRL experiences measured up to its digital expression. Disrupting the paint system also meant changing the can and how it is used, bringing the can from the basement to your bookshelf. Backdrop provides a simplified user experience for today's generation of painters. Backdrop set out to be transparent, easy-to-use and empowering. We curated an essentials kit that provides everything you need and nothing more. As a DTC brand, Backdrop's out-of-box experience needed to be picture-perfect, and visual coordination across the brand's entire ecosystem had to be just right.