Case Study: Color Art

Learn how Color Art consolidated eight disparate brands into one and tackled the pervasive challenge of working in silos.  

This case study provides insight into:

  1. The objectives behind the strategy
  2. How the strategy was developed
  3. Execution, measurability, and reporting

Case Study Overview

Executive Summary

Color Art is the largest “office furniture” solutions company in the St. Louis metropolitan area. With eight divisions offering myriad services, the company wanted to update its external brand identity, while ensuring that the organization was living the brand on the inside.

About Color Art

Founded in 1946, Color Art began as a printing and specialty office equipment company, but has exclusively focused on improving the way people work since 1998. From furniture to technology, construction and more, Color Art works with many of the largest and most esteemed companies in the St. Louis area.

Case Study Video: Color Art

“Just because you’ve been successful thus far doesn’t mean that what has worked for you in the past will continue to work well into the future. Continual improvement is essential.”

Gary Mindel

CEO, Color Art


Offering a variety of services from furniture and construction to technology and installations, Color Art faced internal brand challenges amongst disparate divisions and external brand identity challenges amongst customers and team members. A more cohesive, consistent, and streamlined Color Art brand was desired to continue building on a 70-year tradition of success.


Develop a brand strategy that leveraged Color Art’s expertise, credibility, and leadership in the marketplace but also in several disparate areas.

An integrated approach and seamless customer experience is a continual goal, but the brand strategy began with a strong internal focus before looking outward to external stakeholders.


The brand strategy began with a clear understanding of the company’s challenges, goals, and objectives.

Strategic Glue conducted more than 66 interviews among internal and external stakeholders to ensure “voice-of-employee” and “voice-of-customer” were accurately captured and considered.

Additionally, company, market, and competitive analyses were conducted prior to strategy development.


Color Art launched its re-brand in Q1 2018, including an internal roll-out to ensure what is happening inside the company is reflected outside to its customers; a revised and streamlined brand identity incorporating Color Art’s integrated approach among the various divisions; and a completely remodeled second-floor workspace and showroom at their corporate headquarters.

Enjoying many long-standing relationships with numerous top companies, Color Art exemplifies the emphasis it places on relationship-building. This philosophy begins with countless tenured team members who have spent their entire career or the majority of their career building the Color Art brand from the inside out.

With a clearly defined mission and vision, Color Art prides itself on providing “Knowledge at Work.” The company’s success depends on the success of its employees and customers, which were the impetus to invest in and grow the brand.

Color Art and its team members are very involved in community affairs and believe that company and personal success should reflect success throughout the community.

For more information on Color Art, please visit color-art.com.

“Strategic Glue has been great to work with…thorough with a commitment to excellence and performance. I would highly recommend Terry and his company for next-level brand strategy.”

Internal and external interviews conducted as part of brand strategy research

Project Creative

Color Art deliverables included: 

  • Brand Strategy
  • Brand Identity
  • Logo Design
  • Stationary
  • Internal Brand Guide

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