Sherwin-Williams Color Tools Multicultural Campaign + Messaging
For professional painters, one of the biggest project delays comes down to a single issue: homeowners struggling to choose a color. Sherwin-Williams offers an extensive suite of Color Tools designed to solve that problem, but the tools had never been packaged into a single, unified story.
I helped develop the creative foundation for an integrated campaign that reframed these tools as a powerful business advantage. Instead of positioning color selection as a friction point, the work showed how Sherwin-Williams empowers Pros to guide customers with confidence — helping them win more jobs, start faster, and keep projects moving.
Reaching the full spectrum of professional painters was central to the strategy. The campaign was built to connect with a broad and diverse audience, including a significant Hispanic segment that plays a vital role in the residential repaint industry. Creative and messaging were developed to feel accessible, culturally relevant, and supportive of how this audience works, communicates, and builds trust with homeowners.
The campaign brought together multiple tools and services into one cohesive platform, positioning Sherwin-Williams as the ultimate partner in “everything color.” Messaging focused on turning color indecision into momentum by giving Pros the support and expertise they need to lead the process without taking on the burden themselves.
My role focused on:
Establishing the campaign platform and messaging framework
Helping translate a broad set of tools into a clear, benefit-driven narrative
Ensuring inclusive, audience-aware storytelling that reflected the diversity of working Pros
Guiding creative development across awareness, consideration, and intent stages
Maintaining cohesion across channels and touchpoints
The result was a unified brand story that elevated Sherwin-Williams’ color expertise into a meaningful business solution — helping Pros remove a major barrier to starting projects and improving the customer experience.
