Sherwin-Williams, an industry leader in paints and coatings, wanted to strengthen its market position with the interior designer and architect audience, ultimately inspiring design professionals to specify more Sherwin-Williams products for their clients and projects.
Our client, Sherwin-Williams, had two objectives. First, it needed to strengthen its brand position with interior designers and architects, important specifiers of paints and coatings. Second, it needed to drive gallon growth and increase market share.
We could have created a content program filled with designer success stories and gorgeous room shots. The problem: Existing trade and shelter media already had that covered.
So we took a more daring approach. We created Sherwin-Williams STIR: a content experience dedicated to exploring color, a foundational element that’s inside every can of paint, and at the heart of every designer’s professional practice. STIR explores:
- Color in culture. What is the significance of the color white in Japan?
- The history of color. Where did indigo come from?
- The psychology of color. How do men and women perceive colors differently?
- The future of color. Where is color trending — and what factors are driving that evolution?