CHALLENGEValspar and Sherwin-Williams were both key players in the industrial paint and coatings market, but when Sherwin-Williams acquired Valspar they sought to define themselves as the world’s largest coatings company. Easy, right? Did we mention the platform needed to work across 7 different industrial divisions, all selling different types of coatings to multiple B2B clients, including designers, architects and specifiers?
We conducted primary interviews and led multiple “Collision Days” with the Sherwin-Williams team to identify a deep-rooted passion shared by Sherwin-Williams and their customers.
“Obsessed down to the greatest detail” became a rallying cry for the Sherwin-Williams Industrial business. It spoke to the passion and unique strengths that both organizations brought to the merger, as well as laid a clear path for employees. The platform also connected all 7 business divisions, while giving each of them a position from which to talk about their unique obsessions—from coating products, to color technology, to process innovation and customer service.
We continued increasing equity for the Sherwin-Williams brand by building an identity that centered on a unified vision for all divisions and gave the brand a smarter way to go to market.
- Created an umbrella brand that works across diverse markets and product offerings for the Industrial Coatings division of Sherwin-Williams.
- Transitioned two large B2B brands through the largest ever Sherwin-Williams acquisition ($11.3b).