Not every great design sees the light of day. Sometimes, despite the hours of strategy, collaboration, and meticulous craft, a project doesn’t make it across the finish line. At VERSION, we’ve learned that the creative journey still deserves to be celebrated, even when the work remains behind the scenes.
One such project was a full-scale website redesign for ASTEC Paints and its sub-brand Wallmaster. What began as a transformative vision for the company’s branding turned into one of our most compelling, yet unreleased case studies.
The journey started with the parent brand ASTEC Paints. We replaced their dated logo, featuring an American Indian in a headdress with a modern, dynamic ‘A’ monogram marked by a bold paint stroke. This fresh identity made its way across every touchpoint, from sleek new packaging to a fully redesigned digital presence.
Next came Wallmaster, which we reimagined using a similar approach. A strong ‘W’ icon was crafted from expressive paint strokes, anchoring the brand’s aesthetic and extending across all marketing collateral.
We then designed a customer-first website for Wallmaster – minimal, stylish, and curated for design-savvy audiences who value both form and function. It was approved, polished, and ready to launch… until, suddenly, it wasn’t.
For reasons beyond our control, the project was shelved just before going live. Disappointed? Absolutely. But undeterred? Completely. Today, we’re sharing these designs from the VERSION archives, not just to showcase what could have been, but to highlight what can be. Because even though these projects never went public, they stand as a testament to our team’s capability, creativity, and belief in beautiful, strategic design.
If you’re looking to breathe life into your next big idea, let’s talk. At VERSION, we’re ready to help you bring your vision to life – no matter the stage you’re at.
