Sherwin Williams cbg redesign
A Multi-Brand Digital Transformation at Sherwin-Williams
Project overview
The digital landscape offers endless possibilities to connect with users in meaningful ways. At Sherwin-Williams, the opportunity to relaunch the websites for five of our esteemed brands—Krylon, Cabot, Purdy, Thompson's Water Seal, and Minwax—presented a unique challenge. As the Associate Creative Director, I led this comprehensive project to redefine our online presence, enhancing user experience, and aligning each brand with its core audience's needs and expectations.
My Role and Vision
Leading this multifaceted project, my role was to orchestrate a unified vision for disparate brands while respecting their individual identities. This required a deep understanding of each brand's market positioning, target audience, and unique value proposition. My vision was to create a cohesive digital experience that not only elevated the brand presence but also fostered a deeper connection between the brands and their customers.
Embracing the Challenges
The project posed several distinct challenges:
Brand Cohesion vs. Identity: Balancing a cohesive user experience across all brands while maintaining each brand’s unique identity.
User Experience Optimization: Enhancing the online journey for diverse user segments across different product lines.
Technical Scalability: Implementing a scalable digital infrastructure capable of supporting varied content needs and future growth.
These challenges framed our strategic approach, pushing us to innovate beyond boundaries.
Research-Driven Strategy
Our first step was an immersive dive into each brand's world. We conducted market research, user interviews, and competitive analysis to gather actionable insights. This research phase was critical, enabling us to tailor our design strategies to meet specific user needs and expectations.
Unified Yet Distinct Design
Crafting a user experience that was both unified and distinct for each brand required a delicate balance. We developed a flexible design system that served as a foundation for all brands, ensuring consistency in quality and interaction. Yet, we customized each brand's digital presence to reflect its unique personality and value proposition.
Collaborative Excellence
This project was a testament to the power of cross-disciplinary collaboration. Working closely with developers, marketers, and brand managers, we fostered an environment of open communication and creative exchange. This synergy was crucial in navigating the complexities of a multi-brand relaunch, ensuring that every decision was informed, intentional, and aligned with our overarching vision.
Elevating Brand Experiences
The relaunch of the websites marked a new era for Krylon, Cabot, Purdy, Thompson's Water Seal, and Minwax. We achieved a harmonious balance between unity and individuality, enhancing the online brand presence and user engagement. Our strategic focus on user experience optimization led to improved navigation, accessibility, and content discoverability across the board.
Growth Through Innovation
This project was more than a digital transformation; it was a journey of innovation, learning, and collaboration. It reinforced my belief in the strategic importance of empathy and research in design and highlighted the value of a cohesive yet flexible approach to multi-brand management. Leading this project was an enriching experience, offering profound insights into the complexities and opportunities of digital brand strategy.
Looking Forward
The Path Ahead
The successful relaunch of these websites is a milestone in my career and a testament to the power of visionary leadership and collaborative execution. As I look forward to new challenges, I am inspired to continue leveraging my experiences to drive digital innovation and create meaningful connections between brands and their audiences.
Thank you for exploring this transformative journey with me. Together, let's continue to break new ground in the digital landscape.