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inspiring information

wondrous relevance

We don’t just pick colors—we plot their journey.

Color is not ornament. It is origin. The first spark of connection between object and desire. A signal, a seduction, a promise.

We craft color narratives that unfold across full product lines—fluid yet intentional, evocative yet grounded in market insight. Our palettes are not only beautiful; they are strategic instruments of cohesion and commerce, speaking fluently across categories, touchpoints, and target audiences.

With a deep command of material behavior, production constraints, and emerging cultural rhythms, we design with precision and poetry. Each hue placed with care, each collection orchestrated to resonate—emotionally, seasonally, globally.

Our color strategies are not trends. They are lighthouses—anchored, radiant, and built to lead.

Owala Kaiser Permanente Carhartt Google Samsung IDEO Converse Polaroid Vivint Columbia Walmart.com Sperry Topsiders HP Cisco Rotterdam Partners Comcast Zoo Labs Gregory Mountain Products Lunar Design National Retail Federation Phenomenon Maybelline Smart Design BSSP CCA Clarisonic General Assembly Nude Audio Academy of Art University

Dream it

Owala Kaiser Permanente Carhartt Google Samsung IDEO Converse Polaroid Vivint Columbia Walmart.com Sperry Topsiders HP Cisco Rotterdam Partners Comcast Zoo Labs Gregory Mountain Products Lunar Design National Retail Federation Phenomenon Maybelline Smart Design BSSP CCA Clarisonic General Assembly Nude Audio Academy of Art University Dream it

  • Helped transform one of the largest Asian electronics brands from a minor player to a telecom leader by guiding their understanding of the U.S. market and leading their color, material, and finish (CMF) strategy from 2010 to 2012.

  • For the last six years, Proef has led color strategy for one of the largest water bottle companies in the USA, known for it’s colors. Sold into Target, Whole Foods, REI, Urban Outfitters, DSG Sporting Goods, etc (and probably in your hand right now).

  • Developed the design and brand DNA—including a comprehensive color and material strategy—for one of America's oldest heritage brands. Successfully repositioned the brand, supporting its transition from niche agricultural outlets to broader, style-conscious retail spaces, increasing both visibility and market relevance.

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