Sherwin-Williams PRO+ductive Solutions Integrated Brand, Content & Multicultural Campaign
Sherwin-Williams developed PRO+ductive Solutions to help professional painters work more efficiently and grow their businesses through a suite of tools, services, and jobsite innovations. The challenge was translating a complex ecosystem into a clear, motivating story that connected productivity gains to real business value.
I helped shape the strategic narrative and creative platform for an integrated national campaign designed to show how these solutions save time, increase efficiency, and help Pros take on more work. The work centered on a simple, motivating idea: working smarter leads to better results — on the jobsite and in the business.
An important component of the strategy was ensuring the campaign resonated with the diverse makeup of the professional painting community, including a strong and influential Hispanic audience. Messaging and creative were developed to feel authentic, inclusive, and relevant across language and cultural contexts, recognizing how integral this audience is to the category and to Sherwin-Williams’ Pro customer base.
The campaign brought together multiple products, services, and proof points under one cohesive message across a full-funnel experience, from high-level awareness to deeper engagement. Creative positioned Sherwin-Williams as more than a coatings brand — reframing it as a true partner invested in helping Pros build stronger, more productive businesses.
My role focused on:
Developing the core campaign platform and messaging direction
Helping unify a wide range of offerings into a single, cohesive story
Ensuring the work reflected the diversity of the Pro audience, including Hispanic contractors
Guiding concept development across multiple phases and audience touchpoints
Translating product and service features into meaningful business benefits
The result was a performance-driven campaign that made productivity tangible and relevant, connecting time savings directly to earning potential, growth, and quality of life for working professionals.
