Gush is a Singapore-based brand that developed a groundbreaking technology: paint that has the ability to purify the air. To introduce the brand to a US market, Rachel Kash — together with Coterie and Pentagram Design — created a brand strategy and messaging that highlighted how Gush creates innovative materials that support general well-being while safeguarding our planet.

Built on the broader strategy that Gush is “In the Loop,” we created a brand line, Beyond Surface, that highlighted the importance of looking deeper into the meaning of wellness. The brand idea, “Wellness is plural, not singular,” underscored the notion that to thrive, individuals need to work together for the betterment of the collective whole. The supporting design by Pentagram partner Eddie Opara and team played into the idea of circles to express the process of purifying the air as well as the singular/collective messaging.