Where Are They Now? Pam Rodgers of Stella Chroma

Angie Chua

Stella Chroma nail polish rebrand

Are you wondering what happens to my Brick House Branding alumni post-graduation? What they do with the momentum + new-found knowledge? Curious about where they take their businesses in the year following all that hard work? I’m excited to introduce you to another BHB graduate who’s making waves!




This week, I’m excited to introduce you to Pam Rodgers of Stella Chroma, who creates splurge-worthy small batch nail polish that is cruelty, paraben, phthalate, and “big 5” free. After graduation from Brick House Branding, her company Paint Box Polish underwent a rebrand to what is now Stella Chroma. Pam is here sharing the story of her transition today, and we couldn’t be more excited. Welcome, Pam… we’re honored to have you!




LBC: Why and when did you originally launch your company?

Pam: I originally launched as Paint Box Polish in February of 2012. I loved nail polish and had grown bored with the color options available at local stores. I discovered nail polish blogs, and indie nail polish companies started popping up. I began researching and testing in early 2011 and then started selling on Etsy.


LBC: At what point did you know it was time for a rebrand?

Pam: At first, all money made from selling polish went right back into buying more supplies. When I started making (teeny amounts of) money, I decided to do this for real. I knew that meant trademarking, so I searched the database and found that Paint Box was already trademarked. I knew then that I needed to rebrand.


Paint Box Polish bottle photo, BEFORE Brick House Branding and a rebrand


LBC: Please share a significant realization about the brand development process that you discovered while in Brick House Branding.

Pam: I discovered pretty early on that my brand was much more than my brand name, and my mind was completely blown. I knew that some brands really seemed to have it together and be super cohesive, but I didn’t think I’d be able to do that. I’m still working on it, but with guidance (and wine and hand-holding) I’ve gotten on the right track.


LBC: What professionals did you tag in to help with the process, and what pieces of the branding puzzle did you DIY?

Pam: Aside from Lela and the fab ladies at Lucky Break, I hired Erika Firm from Analog Creative Co. to come up with my logo and brand identity. I spoke with about 5 graphic designers, but Erika and I clicked. The background work that was part of BHB made the process with Erika much easier!


Paint Box Polish contributed swatch photo, BEFORE Brick House Branding and a rebrand


LBC: What was the biggest obstacle you encountered during the rebranding process?

Pam: We had to dig deep! Like, grab your shovel and work up a sweat. Then give up on the shovel and rent a backhoe. Rebranding is so much more than liking how your brand name looks in a particular font and taking some cute flat lay photos. You have to decide what your brand is and who you want your people to be. And let me tell you, that ain’t an easy feat!


LBC: How has your own perception of your brand evolved since graduating from Brick House Branding?  

Pam: My brand is much more luxe than I first thought it could be. And, to my surprise, people are loving it. Purposefully making your branding more high-end-looking allows you to price up. And people are paying it.


Stella Chroma nail polish rebrand
Stella Chroma bottle photo, AFTER Brick House Branding and a rebrand


LBC: Are your products are being received differently by others since the rebrand? How has their reaction evolved?

Pam: I have gained customers at a much faster rate post-rebrand. Most are noting that my new look is what got their attention.


LBC: Can you share a recent win that you’ve realized because of the rebrand? 

Pam: I haven’t gotten to the point yet where I’m seeking out wholesale accounts on my own, but I’ve been approached by more retailers for wholesale accounts, and I know it’s strictly because of my rebrand.


LBC: How did Brick House Branding experience help shape your branding process?

Pam: Brick House Branding was my branding process. I thought I knew what I needed to do, but figured I’d let a pro like Lela Barker guide me along the way in case I had missed something. Ha ha ha! Yeah. What I was setting myself up for was a name change, not a rebranding.


Stella Chroma nail polish rebrand
Stella Chroma contributed swatch photo, AFTER Brick House Branding and a rebrand


LBC: What do you wish you had known at the beginning of the brand development process? What advice would you give to someone who’s getting ready to start the brand development process?

Pam: That to do this properly, it’s going to take lots of time. If it’s quick, it’s probably not going to be right. And it can be difficult, but you can absolutely run your shop as your current brand while you are working on the rebrand. My shop was only down for a month while I redid the site. It could’ve been for less than that, but I added some padding in case something went wrong.


Thanks for catching up with us, Pam! We can’ t wait to see what comes next for you + Stella Chroma… We’re cheering you on!


If you’d like to build a stronger, smart brand in 2017, then I also hope that you’ll consider joining me in the spring semester of Brick House Branding. This 8-week brand development incubator dissects awesome brands and then helps you build your own, brick by brick, with me working right alongside you to cheer you on and ensure that you’re on the right track. Enrollment for the first semester of 2018 is now open and will close on October 13, or as soon as we sell out of seats… so if you know you want a spot, be sure to mark your calendar today to ensure you don’t miss out. I’d welcome an opportunity to work with you!

About the Author

Angie Chua

No one on God’s green earth can pull off brightly-colored lipstick and a fedora quite like Angie Chua. Her 6’5″ husband and Instagram-famous dog live with her in the world’s most adorable airstream trailer in San Jose. Angie is a talented hand letter, a proud Dachshund mama, and the brains behind bobo design studio– a lifestyle brand for those with a serious case of wanderlust. When not speaking at maker conferences, installing public art, or traveling in her Weinerbago, she’s busy making everything prettier at Lucky Break, managing our social media, and lending ground support to our clients.

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