From Brushstrokes to Brand Story
When ScaleCraft first met Chroma Coatings, they were a small but ambitious residential painting company based in Raleigh, North Carolina—known more for hustle than for presence. Their craftsmanship spoke volumes, but their brand didn’t. In late 2023, Chroma faced the familiar challenge of scaling without structure. By Q4 2023, ScaleCraft launched a full brand audit, uncovering gaps in message, identity, and long-term vision. By Q1 2024, the rebrand wasn’t just live—it was leading.
Building a Brand That Could Carry the Weight
Together, we redefined what “Chroma Coatings” meant. A ten-year brand roadmap was created—focused not on more projects, but better ones. The new identity launched with the tagline “Master the Finish”, a statement that embodied the company’s pursuit of perfection in every detail.
The previous identity—a simple trio of color triangles—was replaced by a modern mark: two intersecting discs forming a stylized “C,” representing the intersection of craftsmanship and relationship. The color palette matured to crimson, navy, and gold, reflecting a move toward an upmarket clientele and a commitment to excellence.
AI Meets Authenticity
Chroma’s next obstacle wasn’t creative—it was capacity. The growing company struggled to keep up with calls, leads, and client inquiries. ScaleCraft introduced a suite of AI automations and voice-driven workflows that bridged the gap.
The most notable change came through Ingrid Greitzwell, Chroma’s custom-built AI receptionist. Built using Twilio and n8n automations, Ingrid handled customer calls, answered common questions, shared promotional details, and even created instant estimates during the Summer Garage Sale campaign. She also passed messages, set appointments, and provided a polished, on-brand experience every time.
The automation stack expanded to include accounts receivable follow-ups, social media scheduling, and ad campaign coordination—all unified under the same consistent brand voice.
Results
- 📈 3× increase in company valuation within 12 months
- 🏥 Doubled the number of healthcare facilities serviced in 2024
- 💼 First seven-figure commercial contract secured for a major Raleigh project in 2026
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.
“ScaleCraft didn’t just redesign our brand—they helped us rediscover who we are and where we’re headed. Our work has always been about people. Now, every project we take on reflects that.”
Takeaway
For Chroma Coatings, 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.