Interview with Dario Chemello, Product Manager at Montana Colors

At Montana Colors we're very aware of the importance of taking care of the most human side of the company, and we want to share this awareness with you. To do so we are launching a series of interviews with some of our workers, which will serve both to dive a little more in-depth into the operations of several of our departments, as well as to create an ethical and emotional x-ray of the more human side of Montana Colors.

Could you introduce yourself and explain a little about your role at Montana Colors?

I'm Dario Chemello, Product Manager for Montana Colors. I have been with this company for 10 years. I am in charge of coordinating the launch, development and communication of all the products in the Montana Colors catalog.

What quirks does the job of product manager have in a company like Montana Colors, compared to other companies in other sectors?

The multidisciplinary nature of this role is especially high. Taking into account that we carry product lines aimed at very different targets, ranging from automotive workshops (MTN PRO Automoción) to the most demanding artists (MTN Water Based), it’s crucial to have a lot of flexibility and curiosity in order to understand the different sensitivities of our user base.

How would you describe our products to someone outside the sector?

Montana Colors is a brand specialized in spray paint — the quintessential creative tool, although we also produce other types of complementary products. All of them are manufactured under the premise of meeting two essential characteristics: beauty and maximum quality.

What has made our best-selling product ranges, 94 and Hardcore, so successful? 

These are two products entered the market at the right time, in the right format. Both Hardcore and 94 were designed to meet the demands and needs of our customers. As they are extremely versatile products, we understand that their characteristics are appreciated by different audiences, not just that of graffiti writers. This is what has allowed us to develop successful "marketing" strategies focused on different channels.

Which elements must be taken into account when making a decision about whether or not a specific product is produced?

This is one of the most delicate aspects of each project. It’s very important to know how to listen to everyone and analyze all of the input received. Montana Colors is fortunate to have its own points of sale that give us constant and first-hand indications of the needs of the market. Our clients are our main allies in decision making.

Tell us about a project that made you feel especially proud.

Every year we face a couple of important challenges, and I am fortunate to be part of a formidable team of humans. I am especially proud of two challenges: one industrial and the other artistic.

The ‘industrial’ project that I'm most proud of is the conversion of the industrial range into the MTN PRO range. This major project involved the conversion of more than 100 references from the industrial range to the new PRO range. The challenge was to develop new imaging and new language, avoid running out of stock, maximize manufacturing, modify all corporate information, inform customers of the changes, update rates...

Finishing the project while respecting the initial forecasts was a total success.

The most stimulating ‘artistic’ project was the putting out 4 limited editions with previously unpublished designs by the artist Keith Haring, in collaboration with the 2018 Los Angeles Beyond The Street festival. I chose this project because thanks to it we had the opportunity to work with the representative of one pop-art’s most important artists, and I learned about managing a project internationally, between Los Angeles, New York City, and Barcelona.

 We know that work, like life, does not only have good things and it is important to analyze the negatives in order to learn, improve or value the positives more. Was there any time in your work when you suffered?

Moments of crisis undoubtedly help us to improve and become stronger, we must see them as opportunities. Apart from the current situation caused by COVID-19, the hardest moment experienced by the company was the fire we suffered in 2013.

Do you have any connection with the brand or the product outside of work?

I know and use Montana Colors products from their beginning. In 2003, I did my university thesis on sociology, entitled "Writing and Aerosol Culture: The History and Practice of a Movement." Being part of this company, as for many of my colleagues, is the fulfillment of a dream

Regarding other work experiences you’ve had in your life...what do you think differentiates Montana Colors from other companies?

I believe that the management of human relations in Montana Colors is exemplary. In the marketing department we have maximum flexibility and constant stimuli towards creativity. The spirit of belonging and kinship that’s exuded in this company is the part that makes it unique and special.

What is your professional motto?

Working passionately and sincerely.