A New Coat for Sherwin-Williams
For younger consumers, paint is a way to express themselves, not just a home improvement task. Sherwin-Williams has always been a technical leader, but the brand experience can feel a bit intimidating to hobbyists. The goal was to evolve them into a design-forward creative resource, maintaining its legacy as a trusted partner for professionals while also opening an inspiring, accessible doorway for everyone else.
The previous branding was bold and recognizable, yet aesthetically dated, so it no longer resonated with a broader audience. Home improvement is no longer confined to a single demographic. A new generation of renters, DIY-ers, and design-conscious consumers are making more intentional choices about color, but Sherwin-Williams' brand has historically spoken to professionals first. The opportunity was to evolve the visual approach, without abandoning the vintage character and craft authority that makes them credible, in order to arrive at something welcoming and true to its roots.
-
Repositioned Sherwin-Williams as a design-forward brand that appeals to interior design enthusiasts and non-professionals, while maintaining credibility with existing professionals
-
Refined the identity to feel more contemporary and relevant across physical and digital touchpoints
-
Designed a packaging and retail experience that makes color selection feel exploratory rather than technical
-
Extended the brand into digital tools, campaigns, and experiential environments to show how they can live as both a trusted paint brand and modern design resource
-
Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Adobe Firefly, Google Nano Banana 2, HTML/CSS, Javascript
PRODUCT SYSTEM
EXPERIENTIAL DESIGN
CAMPAIGN & MEDIA
