SDG’s longstanding cooperation with the leading paint manufacturer Jotun, began with a redesign of the Jotun Brands series. To meet competition SDG aimed to give the series a clear identity that highlights Jotun as a quality supplier. This success was followed by a development of the Jotun Lady series, a redesign of Jotun Optimal and Jotun Demidekk as well as redesign of the international boat series Jotun Yachting. Strategic design works.