Paint that speaks to you.
Utilizing swatch names to personify paint and enter the cultural zeitgeist.
Client (Spec)
Sherwin-Williams
Role
Copywriting & Art Direction
The Strategy.
How can Sherwin-Williams move beyond functional paint messaging and become a brand that inspires cultural relevance and emotional connection?
The Ask.
1
Millennials and Gen Z aren’t interested in spaces painted with performance, they’re keen on self-expression, identity, and intuition.
The Insight.
2
3
The Solution.
Break Sherwin-Williams out of Lowes and into culture, by personifying paints and giving them unique personalities.
