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		Gamblin Artists' Colors Retail & Artists' Campaigns
	Advertising	We conducted a massive amount of research on Gamblin advertising and found that their Tools of Contemporary Masters campaign did not resonate well with most artists.

Not only was there confusion about an "art selling" ad appearing in an "art buying" magazine by a "art making" company, the choice of artwork was very controversial in trying to appeal to a variety of artist's tastes and sensibilities. We created a new approach to the advertising that focused solely on the brand identity and the new nomenclature and directed traffic to the web site as the call to action. We also implemented more economical production values with ads that could easily run in a single color or black and white and not lose effectiveness. For the Painting Secrets Revealed ad campaign targeted to professional artists in ARTNews and New American Painting, we recommended a different visual approach, distinguishing it from the retail as well as from artists' ads running in American Artist magazine. On the retail ad campaign, we incorporated our Gamblin Paints! concept with a prominent presentation of the new swish logo set against an amber background that suggests a sea of Gamblin mediums gradating from Neo-Megilp to Galkyd. The Navigating Color Space campaign presents Robert Gamblin's approach to "turning color theory into color mixing."