REBRANDING A GLOBAL DIVISION OF SHERWIN-WILLIAMS
The Product Finishes Division of Sherwin-Williams (SWPF) was at a crossroads in their global business strategy. As their global presence grew, it became clear that the heavy, dark look of their existing materials did not translate well to audiences around the world. There was also a need for an overarching brand strategy to protect the brand’s visuals and messaging. To solve these problems, SWPF asked us to rebrand their division.
WHAT WE DID
Print & Mail
With a rebrand of this size, we needed to ensure our brand accommodated the needs of audiences all over the globe. In addition, we had to consider the complexity of SWPF’s business. The entire product offering, value proposition, brand structure, strategic approach, brand voice, messaging hierarchy, and creative/visual identity had to be constructed from the ground up and then applied seamlessly to a full range of marketing collateral. We continue to explore the boundaries of the brand as new needs arise, and it has delivered on every front.
We strategically dissected the Division’s business goals, competition, context and audiences, working from global survey data and our own extensive research. By collaborating with the SWPF team, we ensured our solutions aligned with their needs. By implementing a creative construct and messaging hierarchy, we could explore various brand structures.
The result was a fully realized, visually dynamic global brand that captures the Division’s value proposition, organizes and structures its business and expands to encompass every possible tactic, in every country.
Structuring a brand as large and complex as SWPF was not a small task. We divided everything into four main quadrants — “the Core 4.” Products, Markets, Programs and Customers, our Core 4 graphic organizes the brand and its collateral into instantly recognizable categories. This new way of approaching SWPF’s diverse markets and products is a powerful tool for the current business as well as for future expansion.
The SWPF global rebrand was a resounding success. We created an exceptional brand identity that works within the Sherwin-Williams corporate brand while maintaining a visually distinct Divisional look. SWPF’s global presence is now well supported with an impactful graphic profile and comprehensive brand book to guide the creation of additional collateral.
We continue to explore the boundaries of the brand as new needs arise, and it has delivered on every front.