To help Poly-Wall compete against giants such as W.R. Grace that offer similar products, designer David Brier sought to make its label stand out, either on a shelf or in the back of a contractor's pickup. The old label, on the left, featured low-contrast colors. "There's no immediate 'Bam! Grab their attention,' " says Brier. With larger, heavy block letters and a yellow-orange backdrop, the new label is more straightforward.