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Wunderman - Minneapolis

Sherwin-Williams
Minneapolis

Obsession

  1. CHALLENGE

    Valspar 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?
  2. WORK

    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.

  3. RESULTS

    • 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).

SEE MORE CASE STUDIES