How to use a WordPress theme to promote a DIY sub‐culture

We take pride of the growing community we’ve been nurturing around Pixelgrade. Our customers not only keep our wheels spinning, they also impact the decisions we take or not. No matter if they’re solopreneurs, creatives or brand ambassadors, we’re grateful for what they’re achieving with our WordPress themes.


What follows is basically the first brand interview we have ever made for our freshly redesigned blog. Even though we can put a name to All Spray Painted’s story, the truth is that what you are going to discover in the next lines is mostly written from a brand’s perspective.

I am both honored and excited that I had the chance to discover an organization where design stays at the core of everything they do. At Pixelgrade, we share the same approach, so it felt good to hear that other companies out there resonate with this philosophy.


I invite you to grab a cup of coffee or tea and enjoy the conversation I had with Leonie, one of the marketers who’s actively shaping All Spray Painted — a blog dedicated to a graffiti sub‐culture. Enjoy it!

Q: What’s the story behind All Spray Painted?

Leonie: MontanaCans is a high quality spray paint manufacturer from Heidelberg, Germany. The company has its origins in graffiti. As time went by the product range changed, and more Effect Sprays, as well as the low pressure, high pigmented GOLD Line, were invented. We realized that there was a community that used the spray paint for more than just street art.

Having the possibility always to redesign the place where you recharge and feel home and protected is just amazing to us. 

The product features of the GOLD Line are perfect for painting objects since the paint works on almost all kinds of surfaces. The long durability, easy application and beautiful tones of the color system are valuable features for DIY projects, too. All these factors including the awesome Effect Sprays that complemented the existing product range were a perfect fit for the DIY community. This led to the idea of a MontanaCans DIY channel which later became our All Spray Painted blog.

Q: Where does this bold DIY passion come from?

Leonie: We are in love with aesthetics. The idea of redecorating an entire room with the help of spray paint is what inspires us! Having the possibility always to redesign the place where you recharge and feel home and protected is just amazing to us. We know that nice furniture is an expensive undertaking, especially if you are still young or love to rearrange a lot.

It is important always to stay inspired, and to share this inspiration with the world around you!

Our DIY Projects give you the perfect solution: pimp a boring sideboard, paint your old flower pots or upcycle glass bottles you already wanted to junk. All you need is a can of your favorite GOLD Line color. We know from our personal experience that it feels just as if you went shopping at Ikea but with the benefit that you reuse what you already owned anyway! All Spray Painted focuses on this upcycling topic to raise consciousness in the throwaway society we all live in.

Q: You seem to be very community‐driven, what motivates you?

Leonie: We have the most amazing team here in Heidelberg and a worldwide network of friends, artists, and bloggers. Most of them came a long way with us! Many of my colleagues have been working at MontanaCans for ten to fifteen years or even longer!

We know the products very well yet manage to keep a fresh view on the creative market and its needs. So many ideas are developed every year, it never gets boring. I have learned a lot from my colleagues and aim to share the knowledge I gained with all our readers and users. It is important always to stay inspired, and to share this inspiration with the world around you!

Q: How does your brand, MontanaCans, stands out?

Leonie: MontanaCans is such a unique company. The authenticity it has preserved over decades is a factor that has impressed me ever since I first worked with the company in 2016. The roots in graffiti are still relevant today. Though, quality is the key factor that dominates what we do. The striving for quality spray paint made in Germany is and has always been our strength.

We feel responsible for informing our readers about safety precautions such as gloves and face masks while spraying.

Our philosophy unites passion and precision, to produce products with our technical knowledge that inspire our customers to get creative
in whatever field they may work artistically, which is also why we support a lot of artists and creative events all around the globe.

Q: Your products serve a sub‐culture. How do you engage with it via your blog?

Leonie: We believe that the projects we show attract a broad creative audience, DIY lovers who are always up for a new project to embellish their home, workspace or garden.

The All Spray Painted blog provides DIYs with a variety of difficulty levels which gives DIY beginners the chance to have beautiful results even if they just started working with our spray paint. But also advanced users who have been working with the GOLD Line and our Effect Sprays for years are offered a selection of advanced projects that will require their full attention.

Q: Which type of educational content fits your audience best?

Leonie: Beneath showing the sophisticated inspiration for practiced GOLD Line users our major issue is to give detailed product information, application instructions, and tips for long durability on allspraypainted.com. Even though our products comply with the highest safety standards and are optimized regularly, we feel responsible for informing our readers about safety precautions such as gloves and face masks while spraying.

Our community is the beating heart of allspraypainted. Only through their interest in our work, we get the chance actually to share our vision.

We also try to focus on upcycling topics as they are the perfect way to promote environmental friendliness. Some DIYs on allspraypainted.com give literal trash like plastic bottles a new life, stuff you already had at home anyway.

Q: What makes you such approachable regarding communication?

Leonie: We try to be easily approachable of course; our community is the beating heart of allspraypainted. Only through their interest in our work, we get the chance actually to share our vision.

We have a bunch of seasonal projects as well: Christmas, Halloween, gift wrapping, marriages, birthday party ideas. These time‐limited occasions can get very costly. Especially if you are on a budget our cans give you the perfect opportunity to have beautiful, handmade decoration for only a few bucks!

Q: Could you share more details about your design philosophy?

Leonie: We work with bloggers and content creators who realize our projects! They combine their aesthetic with our products, the DIY ideas are usually developed together. Our blog concept offers DIY lovers a modular system: we provide an idea and the necessary instructions, but the readers decide which color concept they choose for their project, which objects exactly they will paint. This way, each result is perfectly suited to your home.

 What I personally adore about our bloggers is that all of them have a unique style they bring into our space. 

Generally speaking, we love timeless, minimal chic combined with bold colors from our range, and a certain attention to details. The blog design is meant to give our projects and the MontanaCans products the classy presentation they deserve.

Q: Who are some of the artists you work with and make you proud?

Leonie: All of our bloggers are equally important for the success of the All Spray Painted blog. The quality they contribute with their work is what All Spray Painted is about essentially.

We know our products capabilities very well: the blogger’s task is to communicate visually to our readers what is possible with MontanaCans products. What I personally adore about our bloggers is that all of them have a unique style they bring into our space. It gives allspraypainted its diverse, tasteful personality.

Q: Does our WordPress theme help you support your brand promise?

Leonie: Yes, it definitely helps. We enjoy the wide range of possibilities the theme offers. The design emphasizes our style very well while meeting all our practical needs, too. The structure is very intuitive and accessible which also helps our audience to quickly find what they are looking for on our blog.

Julia is perfect for anyone who wants a website drawn to detail. When I work with the theme and its add‐ons, I get the feeling that it was created with so much love.

The type presets that editors can customize are a real lifesaver for me! I continually create new drafts and posts that always include text, it is amazing to just define the text parts as “Headline 1” for example, it takes one click and gives our posts such a harmonious appeal.

Q: Which colors would you use to spray our WordPress theme?

Leonie: We tried to give the theme a minimalistic aesthetic since our DIYs are already colorful. We just released a range of warm grey tones as an extension of the GOLD Line – they look so precious, in particular when different colors are combined. To me, it represents the warmth of “Julia” but combined with the timeless aspect that is relevant for us.

Q: What are your two cents regarding the Color and Font Palettes within Julia?

Leonie: To me, the Color Palette seems very matured and well‐developed. It feels like there are endless options to get creative with the theme, in terms of type, proportions, colors. Julia is perfect for anyone who wants a website drawn to detail. When I work with the theme and its add‐ons, I get the feeling that it was created with so much love – a quality you also feel when you are visiting the blog as a reader.


We are happy to see that one of our WordPress themes came along so far. Not only it fits the style and attitude of an exciting brand, such as All Spray Painted, but it also impacts the way it highlights their personality within the digital landscape. Yaaay! 👏

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Oana Filip

Oana Filip is a digital storyteller @Pixelgrade and community builder for creative industries. A true believer in the power of making the world a better place.