Firwood Paints

Firwood develop paints and industrial coatings for all kinds of industries. Their non-slip technology was used on the stairways in the Olympic stadium and Anthony Gormley uses their finishes to protect the Angel of The North. A long standing customer of Apparatus, we have been managing their marketing projects for 7 years.

Firwood Paints Website:

Our Brief

Firwood Paints

Firwood originally came to us because they wanted to rebrand. After a 3 way pitch, we won the account because they loved our creativity. They deal with industrial products and finishes but their clients range from mechanics and warehouse managers to Anthony Gormley and the National Gallery. We saw no reason why their products shouldn’t be beautiful. Once the corporate identity was completed, they wanted to be able to sub-brand their products so we developed extended ranges that would work through print and packaging. The distinctive designs mean that customers can identify the products they need easily, assisting them both as they re-order (online and by phone) but also in the workplace when they need to be able to identify finishes efficiently.

Although they had invested heavily online, looking at their client base which is mostly industrial, we also encouraged them to produce catalogues for the first time. These have been successful in increasing both the value and frequency of orders so we now produce them on a quarterly basis. They also trust us with their swatch cards which require a high degree of accuracy to avoid returns – credit indeed.

Skills Involved


  • Corporate Identity
  • Packaging
  • Catalogues
  • Print
  • Paint swatches