1009 Main Street • Lynchburg, VA 24504

James T. Davis Paint & Design Center

When Culture Meets Commerce
Changing the Identity of an 80 year old Brand



About our Client:
From the beginning of its conception James T. Davis has focused on its customers, letting their need for being “so much more than paint” grow the business’s values. In 1936, James T. Davis Sr. founded the James T. Davis brand with a single store in downtown Lynchburg. Later, in 1967, the brand built a paint manufacturing facility on Candler’s Mountain Road. Today the local brand is nationally respected for producing the highest quality paints for distribution.

Blackwater Branding’s Challenges:
The 80 year old brand has never seen a true facelift since its creation. As their loyal customers continued to mature, the brand needed to engage a new non traditional audience—The Millennial.

Our Solution:
Keeping the core of James T. Davis was important not only to the client but the Blackwater team as well. Customer service was the backbone of their brand and we designed to keep it that way. We achieved this by pulling components from the original store front signage of the 1930’s. Though millennials are wary of traditional advertising, they’re not averse to all of it. Ad design and in store marketing focused on staying visible and producing content that they can interact with.

The 6 month rebrand touched on every visual component found inside the store and online. In the end the updated store has experienced an increase in overall monthly sales through out the year. Online interactivity and the engagement through social media has increased by 30% as well. “We are beyond pleased with the professionalism and creativity of Jawansa and his team! Their ideas were fresh and the end result looks amazing.”

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