Selleys: Paint preparation

Selley’s provides a number of products to help people prepare their walls before they paint. These ‘paint prep’ products, such as gap filler and sugar soap, mean that your paint job will last longer without cracking or peeling. To illustrate this we used the well known visual device of the paint swatch. However, to show people that if they failed to prep their walls they would be compromising on the finish we developed a series of paint swatches with showed pitted, cracked or bubbling paint and devised names which referred substandard finish. This came together in a print ad which at first glance looked like a paint ad, until you looked closer at the swatches.