Hamilton Expression launch project

hamilton expression branding

For over two centuries, our client, Hamilton Decorating Tools has worked tirelessly to produce decorating tools that professionals are proud to use, and 2016 was no different.


Hamilton wanted to launch a new brush range, in response to paint manufacturers bringing out more water-based paints. The new brush was to be a synthetic blend so can effectively be used for any paint type, removing the need for decorators to have so many brushes in their kit. The new brush range required its own identity, to sit under the Hamilton brand but separate to the existing three-tier structure of Perfection, Prestige and Performance. Having been retained as Hamilton’s marketing agency since 2011, we were asked to brand and position the new brush range as being market-leading, innovative and desirable, and effectively launch it to professional P&Ds, trade customers and apprentices.

Our Solution

As specialists in packaging, OneAgency were tasked with coming up with a suitable name that coincided with industry requirements for a ‘do all’ brush that is high-end. It needed to allow P&D’s to express their creativity, emotionally and practically and achieve their most outstanding finish yet, with this next generation brush.

We developed the identity, ‘Expression’ from concept stage through to the rolling out and launch. We formed a free flowing ‘curve’ that went hand-in-hand with the new name. The device represents the full expression of being creative and artistic.

The new ‘Expression’ identity was communicated via a number of communications including packaging, adverts, a microsite, social media, a launch pack including various POS items, videos, and at this year’s P&D show stand.


Delivered within a modest budget, the new ‘Expression’ range exceeded the written brief and client expectations. With the launch taking place at this year’s P&D Show, ‘Expression’ brushes were in high demand almost immediately. Feedback across the industry has been outstanding and finally, P&Ds now have an innovative new decorating range giving them a consistently smooth finish.

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