A New Coat for Sherwin-Williams
For younger consumers, paint is a means of self-expression, not just a home improvement tool. Sherwin-Williams has historical authority, but their brand experience can feel intimidating to hobbyists. My goal was to evolve the brand into a culturally relevant resource, while remaining a trusted partner for professionals and accessible for all consumers. Their previous branding was bright, but aesthetically outdated and needed a refresh that preserved their identity.
Lead Designer
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Campaign concept
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Art direction
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Layout and typography
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Marketing design
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Branding
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Sherwin-Williams has long been the industry leader, trusted by professionals, designers, and other consumers for their high-quality paint. They historically carry a sense of authenticity that continues to make them a first choice for painting needs across the board. However, home improvement is no longer confined to a single demographic. They can better connect with a broader audience by evolving their visual approach, while also preserving their vintage character to position themselves as timeless, modern, approachable, and design-forward.
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Repositioned Sherwin-Williams as a design-forward brand that appeals to interior design enthusiasts and non-professionals, while maintaining credibility with existing professionals
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Refined the identity to feel more contemporary and relevant across physical and digital touchpoints
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Designed a packaging and retail experience that supports ease and inspiration
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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
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PRODUCT SYSTEM
EXPERIENTIAL DESIGN
CAMPAIGN & MEDIA
