Different audience. Different expectations.

BOSS paints has always been the trusted partner of painters and professionals, known for colour expertise, product mastery and flawless execution.

For architects and designers, technical expertise was only part of the equation. They were looking for a partner who understood both creative vision and technical execution.

Recognising this shift, WeWantMore helped BOSS redefine its role in the design process. BOSS finishes was created to bridge creative ambition and technical expertise, becoming a partner for architects and designers from concept to completion.

Colour Defines Experience

WeWantMore was asked to develop the identity for BOSS finishes, a new B2B brand alongside BOSS paints, tailored specifically to architects and interior designers.

Rather than following the restrained visual language of the category, we built the brand around two defining strengths at the heart of BOSS: decades of colour expertise and a collaborative approach that helps architects and designers turn vision into reality.

These strengths come to life through a flexible visual system that adapts to the projects it showcases. As the featured interiors change, so do the brand colours, expressing a simple belief: colour defines how a space is experienced.

The result is a brand that feels relevant to the design community while staying true to the expertise and craftsmanship of BOSS paints.

Bringing Finishes to Life

Developed in collaboration with GroveLust, the website extends the brand philosophy into a digital experience. Layered compositions, dynamic colour behaviour and immersive interactions create a platform that feels as considered as the spaces its projects.

The same principles carry through social media and motion, creating a flexible, editorial system where projects and finishes take centre stage.

Together, they create a distinctive brand world that translates technical expertise into creative possibility for architects and designers.

“The WWM team quickly understood what mattered most to us. Their affinity with the architectural audience translated into a powerful visual language, brought to life with creativity.”

— [Toon Bossuyt], [CEO], BOSS finishes