Case study: ColorSnap, The Sherwin-Williams Company
Reinventing how a 150 year-old company connects with its customers.
How do you take the fear out of painting?
Yes, for many, painting sucks. But for many more, the hardest part of the customer purchase journey happens before the paint is even bought, delaying, reducing, or even stopping potential sales. Which is a problem if you are in the business of selling paint. Sherwin-Williams wanted to make buying paint less intimidating and increase purchase momentum.
And maybe, by making paint fun, they could add a little joy into painting.
The insight and solution.
Color confidence leads to purchase confidence. The ground-breaking Sherwin-Williams ColorSnap Visualizer mobile app opened the door - quite literally, for the development of Sherwin-Williams’ ColorSnap brand architecture, truly a digital-led brand. ColorSnap has grown into the Sherwin-Williams paint selection master brand - inspiring and guiding the in-store experience. This redesign, the first in decades, reimagined the brick and mortar color-selection space, now called the ColorSnap Studio. The physical store experience integrates seamlessly with engaging and helpful color-selection tools: ColorSnap Visualizer for iPhone and Android, iPad and Web.
Key Clients: Senior VP Marketing Communications, Vice President Digital Marketing, Senior Director, E-Business & Digital Customer Experience
Core Competencies: Branding, Customer Experience (CX) design, mobile design, web design, Augmented Reality user experience, communications strategy, retail store planning, change management
My Role: This long term project started with a pioneering app over a decade ago and grew into a valuable brand. I provided the long term creative vision for our teams and clients, and was hands-on in delivering an entire suite of design deliverables to realize the business, customer experience, and marketing goals.
Key Results
52%
Over half of site visitors made a purchase from a Sherwin-Williams store within two weeks of brand engagement.
3200+
The digitally-led brand rollout included integrated store design in over three thousand retail locations in North America.
