Dulux.
Concept. Copy.
Dulux — Bringing the world’s beauty home
The Brief
Dulux needed a new paint range that would inspire homeowners around the globe. They wanted something beyond the usual colour charts – a concept that would genuinely excite people about transforming their spaces.
The Strategy (Spine)
Working with the team at Happen (now Accenture), I developed the concept of "Colours of the World™" – paint palettes inspired by the world's most beautiful places. Rather than abstract colour names, each palette would connect to locations people dream about, creating an emotional bridge between travel inspiration and home decoration.
The Voice (Soul)
I crafted evocative product and packaging copy that transported people to these iconic locations. Instead of just describing "terracotta," I wrote about Moroccan sunsets and Italian hillsides – turning functional paint selection into a journey of imagination.
The Brand Connection (Heart)
The concept tapped into our universal love of beautiful places while addressing the practical challenge of choosing cohesive colour schemes. By anchoring paint colours in real-world inspiration, we helped people envision not just walls but atmospheric spaces with emotional resonance.
The Impact
The range gave Dulux a distinctive offering that elevated paint selection from a technical choice to an aspirational experience. The concept proved adaptable across global markets - from the UK to New Zealand and India - with each region able to feature both iconic international locations and local treasures.
My Role: Concept creation, positioning statement development, product copywriting, packaging copy design.
In Action: Click the image below to read more.
“Lucy is absolutely top of her game. There’s certainly more, but our experience of Lucy’s work includes – great strategic planning, creative & on-point copywriting and deep expertise in the business of consumer marketing.”
DAVID WALKER, FOUNDER OF HAPPEN (NOW ACCENTURE)