Case study · commercial construction services
Chroma Coatings, Mastering the Finish
client
CHROMA COATINGS
ENGAGEMENT
Position, identity, launch
DURATION
18 MONTHS
YEAR
2024-2025
THE SITUATION
Winning the work and losing the room
Chroma had been a painting contractor for residential clients since 2016. The crews were some of the best in the area and the referrals proved it. Everything around the work told a different story: a logo drawn from a fan of triangles, a disjointed website that opened with the words “quality service you can trust.” And, an office space that didn’t deliver premium commercial contractor vibes.
The founder was bidding against firms and losing out on opportunities. He needed a brand that looked the part and held a strong presence long after the bids were submitted.
THE DECISION
Not a coatings contractor. A specification partner.
The interviews kept surfacing the same thing: clients called Chroma before the drawings were finished, because the crew knew which coating would survive the floor. That is not a bidder. That is a partner who writes the spec.
THE BUILD
A system built for a job site
The identity had to survive dust, poor light, and a phone photo taken by a site manager. One heavy mark, minimal palette, and versatile enough to hold its own from the spec sheet to the truck door.
AJ
Twelve months later
Craftsmanship That Gives Back
Growth brought new challenges, but also new clarity. The team recommitted to its values through community initiatives; becoming a Hall of Fame Sponsor for the West Raleigh Baseball Association and partnering with the Alpha Foundation to support families in Honduras and Mexico. The brand had evolved, but its purpose deepened: to make lasting impact both in homes and communities.
Markets and Momentum
Today, Chroma Coatings serves clients across Raleigh, Durham, Chapel Hill, Wilmington, NC, and throughout Florida; including Tampa, Orlando, Miami, and Ft. Lauderdale. They’re now known not just for the quality of their work, but for the integrity behind every project.
3.1×
Increase in inbound quote requests
$26K
Increase in average contract value
ScaleCraft’s partnership wasn’t just a rebrand—it was a revelation.
By merging intelligent automation with brand storytelling, the company found its rhythm again. The result? A brand that doesn’t just paint; it masters the finish.
HELLO@SCALECRAFT.IO