The painting and decorating market in the MENA region is distinct from that of the West. Traditionally, homeowners in the region rely on professional painters, decorators, or interior designers to manage colour selection and application.
Recognising a gap in the market, MONOGRAM set out to disrupt the status quo by creating a paint brand tailored for direct homeowner engagement to change how people across the MENA region think about and purchase paint.
NEO’s brand identity is built around the core principle of paint made simple. MONOGRAM created a brand that is bolder, more creative, and more distinctive than anything currently in the MENA paint market.
The NEO logo, inspired by the elegance of geometric simplicity, distils the three-letter wordmark into its most refined form. This minimalist yet distinctive design functions as a versatile graphic device, enabling consistent application across packaging, digital platforms, advertising, and beyond.
MONOGRAM led the packaging design and artwork for NEO’s complete range of interior and exterior performance paints, coatings, and finishes. The product line was radically simplified to create clean, visually appealing packaging that makes it easier for customers to identify, compare and understand each product.
The new visual identity was consistently applied across in-store displays, swatch books, and other branded materials, enhancing both brand recognition and the customer experience.
We designed and developed a multi-language website for NEO, crafted and written to inspire and engage aspirational homeowners and decorators across the MENA region. The platform speaks to those who value learning, creativity, and hands-on achievement, offering a seamless digital experience that makes exploring colours, finishes, and product guidance both intuitive and rewarding.
We also designed and produced a range of printed brand collateral, including multi-language product guides that support customer education and product discovery. These materials were created to complement the digital experience and ensure a consistent, accessible brand presence across all touchpoints.
To support the launch of NEO, MONOGRAM developed a bold and vibrant advertising campaign built around the theme ‘Colour Your Life’. Designed to resonate with modern homeowners and decorators, the campaign celebrated self-expression through colour and positioned NEO as a brand that empowers creativity and confidence in every project.
The concept was rolled out across digital, social, and out-of-home channels to maximise reach and impact.
We conceived and executed an interactive digital marketing campaign centred around the theme ‘Personality of Colour’, designed to help customers explore which colours best suit their room type, style, and personality.
The experience encouraged playful discovery and personalisation, positioning NEO as a brand that makes choosing paint feel intuitive, inspiring, and fun.
To ensure consistency across every touchpoint, we developed a comprehensive brand guideline for NEO. This detailed document covers the full visual and verbal identity system including logo usage, typography, colour palette, tone of voice, photography style, and application across digital and print media. The guidelines serve as a practical toolkit, empowering internal teams and partners to apply the brand with clarity and confidence.
