BRANDING
Challenge
After the housing crash in the 1990s, Dugan’s, a paint company which relied heavily on business from contractors, was faced with the challenge of maintaining profitability in an economically unstable industry. With their long-time clients and contractors needing less paint products due to fewer new construction projects, Dugan’s had to revamp their business plan to survive.
Approach
Recognizing the need for a brand “reinvention”, Callis took a strategic approach to reposition Dugan’s from a paint company, to a full-service interiors company offering design services, materials and installation. This deliberate shift enabled them to broaden their scope beyond contracting relationships and tap into the expanding market for consumer remodeling services.
Central to our approach was the rebranding of Dugan’s to reflect its expanded service offerings and newfound identity. We took on a comprehensive branding overhaul, including a website domain rename, to underscore the company’s new services and position it as a one-stop destination for interior design and remodeling needs.
Impact
By embracing change and diversifying their services, Dugan’s weathered the storm of economic uncertainty and emerged stronger than before. The strategic pivot helped the business attract a broader clientele, while maintaining their long-standing contractor relationships.
The decision to rename the website domain to reflect their new additional services proved instrumental in attracting new clientele and reinforcing the company’s position as a player in the interior design industry. Today, the over 150-year-old company stands as a shining example of resilience and adaptability, embodying the adage that “when business changes, you change with it.”
