Sherwin-Williams set out to transform its website from a traditional digital destination into the hub of a more connected customer experience that could better support inspiration, color selection, commerce and ongoing service across both DIY and professional audiences.

My Role:
Creative Direction
Concept Development
Experience Strategy
Product Design
UI Design
Client Engagement

Sherwin-Williams.com serves customers with very different goals from homeowners searching for the right color to professionals managing products, orders and ongoing projects. The challenge was to establish a future digital direction capable of serving both while creating a more cohesive connection between color, commerce, service and guidance.

The broader customer journeys revealed three areas where the web could play an outsized role:

ColorBuild confidence through inspiration, visualization and more intelligent color guidance.

CommerceCreate a more seamless path from product discovery and selection through purchase and fulfillment.

Service & GuidanceSupport customers beyond individual transactions with relevant assistance throughout their projects and relationship with Sherwin-Williams.

Design

Rather than treating the transformation as a single redesign, we considered how Sherwin-Williams.com could evolve into a more intelligent and adaptive platform using personalization, smart assistance, immersive tools and a flexible technical foundation to create experiences shaped around customer context and intent.

The project framed that evolution as a progression from a modernized foundation, through increasingly personalized experiences, toward a mature ecosystem capable of proactive, AI-driven customer guidance.

We explored multiple distinct visual directions, each pushing the Sherwin-Williams digital identity through typography, color, photography, shape, depth and interaction. Rather than converge too quickly, the team intentionally explored a spectrum of possibilities from a refined evolution of the existing brand to more expressive interpretations of what Sherwin-Williams could become digitally.

Final Presentation

The final artifact from this phase of the project was the foundation for a design system we seeded with refined assets from the selected direction.

Through this exporation we established a future-facing digital vision for Sherwin-Williams, translating a broader transformation strategy into an expressive, flexible design language built to evolve with the brand.