Liquitex was the first art materials company to produce water-based acrylic spray paint. In order to market this ground-breaking product along
with other core offerings, the international art materials manufacturer needed to overcome its informal communication programs and increase brand recognition within a niche, emerging market space. The solution was to engage with artists from the street level - this, included an international artist ambassador program and high level industry activations in both the B2B and B2C space.