Axalta - FutureBrand


Building a brighter future for a leader in coatings

Prior to its sale, customers respected DPC’s spirit of innovation, an over 145-year legacy that carries over to the new company through its people, culture and scientific achievement. In order to keep its existing customers and gain new market share, the company needed a brand steeped in both experience and exuberance, one that resonated in 120 countries of operation and over a dozen languages.


Build and transition a new-to-world, stand-alone brand with something distinctive to offer.


In its independence from DuPont, Axalta gained a significant advantage: the ability to focus 100% on coatings, and as such, be more nimble and responsive. Through that singular dedication, the company’s technologists develop solutions that truly drive efficiency for body shops, auto manufacturers, industrial clients and more. In doing what it does best, Axalta delivers performance at every turn.


Futurebrand created an energizing name, positioning and visual identity that express Axalta’s vision to be a dynamic, performance-driven company. It also signals the entry of a new kind of company on the market: one that takes advantage of a deep history to move its clients forward. The positioning embodies Axalta’s focus on performance at every measure and serves as the springboard into a bold visual identity.