Unifying a Global Brand: Modernizing the Sherwin-Williams’ Industrial Coatings Division
Industrial Coatings, a global division of Sherwin-Williams, supplies OEM paint coatings worldwide. The 15-year-old brand needed a modern update and consistent messaging. The refreshed brand was rolled out across all marketing materials, and comprehensive guidelines were established for global teams to ensure cohesive execution.
Client
Sherwin-Williams
Role
Graphic Design, Branding, Creative Direction
01
Challenge
The Industrial Coatings division (formerly Product Finishes) of Sherwin-Williams supplies wholesale OEM powder coatings to several global markets which include: residential furniture, electronics, construction equipment, military vehicles, and wind energy.
At the time, the brand was over fifteen years old and visually dated. There was a need for a modern look, consistent messaging, and a unified brand approach spanning North America, Europe, and Asia.
02
Process
Our primary focus was ensuring the approach would resonate across all of the U.S., European, and Asian marketing teams. We started by defining the new core values through initial messaging, then moved on to developing the brand voice and essential assets. Product information was standardized to reformat the existing sales collateral, and a new photography library was established.
To represent movement, progress, and connection, we established a main brand graphic which was used as an accent and a container for information, ultimately becoming the defining accent of the brand.
03
Solution
The brand was completely refreshed and then applied across the division’s entire global library of marketing and product collateral: global capabilities brochure, product sales collateral, supply catalogs, executive presentations, and color fan decks.
Full brand guidelines were also established which detailed messaging and visual standards; ensuring cohesive execution of future tactics by international design teams.
04
Result
This cohesive brand was effectively rolled out into Europe and Asia, ensuring global alignment and recognition. The comprehensive approach streamlined communication and enhanced brand visibility worldwide.