Most people wouldn’t think that a marketing agency would have any business starting a paint company but at Deviate Labs, we do things a little differently. When we identify an opportunity, we jump on it. We were introduced to the paint industry through one of our clients, Martin Studios and their product, BrushBaggy, that offers an innovative way to keep and store paint brushes. Through our engagement with them, we began learning the ins and outs of the paint industry, making connections and identifying gaps in the market.
A year later, we teamed up with our own client to create Up Paint™!
There are over 850 million gallons of paint produced each year and it is estimated that 10-15% of that paint goes unused. Most of that paint either ends up in a landfill or dumped improperly which is detrimental to the environment. We started Up Paint with the simple mission to rescue this unwanted paint from destroying our environment and find a better use for it. We call it “upcycling”.
With many states across the United States addressing this issue by becoming Paint Care states, millions of gallons of unused paint is saved from being dumped into the environment. That’s where we come in. Up Paint utilizes our proprietary Evergood Upcycled Paint Technology™ at a state-of-the-art GreenSheen facility, which processes, purifies and colors unused latex paint giving this once unwanted paint a purpose. We have cut down waste, environmental impact and created a quality latex paint that not only works great but helps save money and the planet in the process.
Here’s How it Works
Disrupting a Saturated Industry
If you know anything about the paint market, you know that it is an extremely saturated industry. Massive incumbents like Behr, Sherwin Williams, and PPG own the vast majority of retail shelf space in big box stores. Entering this market required more than just a good product; it required a growth hacking mindset.
Applying the ASP™ Framework At Deviate Labs, we didn’t just guess at a launch strategy. We utilized the same ASP™ Sales Flywheel framework that undergirds our consulting work for venture-backed startups and billion-dollar enterprises. Our approach is known for creatively cross-pollinating marketing tactics across industries.
By leveraging the manufacturing expertise of our client-partner, Martin Studios , we identified unique gaps in the market. Instead of fighting a losing battle for identical shelf space against the giants, we targeted a distinct "Blue Ocean."
Up Paint proves that sustainable products don't have to come at a premium. Our quality is on par with leading brands, yet it costs a fraction of the price. By applying our growth tactics to a physical product, we are now helping consumers "Paint it Forward," saving money and the planet simultaneously.
Find Up Paint at one of our retailers near you.
About Deviate Labs
Deviate Labs is a growth marketing consulting agency that has worked with companies ranging from bootstrapped startups to billion-dollar enterprises across every conceivable industry. Clients include venture-backed startups like Dollar Shave Club, a half dozen companies featured on ABC’s reality TV show Shark Tank, a multi-billion dollar Korean conglomerate, a world-renowned tattoo artist, among a wide variety of others.
Deviate Labs is known for creatively cross-pollinating marketing tactics across industries and swiping emerging growth tactics from small startups and deploying them across large enterprises. Undergirding our tactical execution is a widely-adopted growth hacking framework, the ASP™ Sales Flywheel, that was first introduced in the book, “Growth Hacking: Silicon Valley’s Best Kept Secret”, which was co-authored by Deviate Labs’ co-founders Raymond Fong and Chad Riddersen.
About Martin Studios
Martin Studios is a consumer goods manufacturer and distributor of professional paint products and coatings. These items range from high-end specialty coatings to upcycled latex coatings rescued from landfills to professional brushes and paint accessories made from proprietary recycled biomaterial. Our goal is to bring the highest quality products at affordable prices while lessening the environmental impact on the $155 Billion paint industry in the US and around the world. Unique materials, design, and manufacturing techniques have made possible these innovations which Martin Studios is dedicated to bringing to the mass market.
Martin Studios is made up of a skilled team of entrepreneurs that are experts at bringing products to life. Their expertise in product and packaging design, media, PR and retail distribution is unmatched and they have brought many of their own products and other company’s products to market.
Martin Studios is known for their impeccable product design and ability to create creative retail displays and negotiate premium product placement within retailers. Among others, BrushBaggy is one of their marquee products that has been sold in Home Depot, Sherwin Williams and many other big box retailers across the United States.