Leading visual digital communication across iconic brands
As associate creative director for email at Sherwin-Williams, I lead a small but mighty team in creating accessible, functional, and visually compelling HTML email campaigns. Our work spans the flagship Sherwin-Williams brand as well as eight consumer brands sold through Lowe’s, Menards, and independent retailers.
We partner with developers, marketers, strategists, copywriters, and other stellar in-house creatives to craft dynamic, targeted campaigns that reach millions of customers across dozens of segments.
CASE STUDY
DIY Editorial Email Redesign
Sherwin-Williams’ editorial email program, driven primarily through Color of the Month campaigns, brings color marketing and inspiration to DIYers and designers with a consistent rhythm. The outdated email program was in an unresponsive template that felt flat, uninspired and lacked editorial entry-points
Our solution? Embrace a modern, modular design system and steer the message positioning into digestible, relateable, and aspirational content. We introduced real people into lifestyle room photography and layered in bite-sized content about featured colors, design style, and execution for whole-home harmony.
The result gave users multiple ways to engage. Whether they were looking for inspiration, ready to sample, or ready to buy — the updated responsive email template was ready to meet our customers where they are.
This approach didn’t stop at email. We carried the same direction into other channels by building a custom blog landing page and extending across social and web for a cohesive experience.
Role
Channel Art Direction
Digital Design
Client
Sherwin-Williams DIY Segment Marketing
Sherwin-Williams Color Marketing
Campaign Creative Direction
Sue Wadden
Emily Kantz
Email Program Outcomes
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$139.6M email-attributed sales
Promo Campaigns
Q2 2024 Analytics Report -
7% growth in open rates
Attributed to Responsive Redesign
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0.67% e-commerce Conversion Rate
High Driver of Owned Media Promotional Campaign
Super Good Emails
✉️
Made With Love
❤️
Super Good Emails ✉️ Made With Love ❤️
Besides leading email design at Sherwin-Williams, I get to do other cool stuff too!
I designed and maintain Sherwin-Williams’ first-ever DIY-focused blog, Tinted.
I lead design on all DIY segment MMS campaigns.
I regularly contribute to our blog with copywriting, SEO, and photography.
I creatively support additional channels and teams such as social media, web, print, and event marketing.
Super Good Emails
✉️
Made With Love
❤️
Super Good Emails ✉️ Made With Love ❤️
Styling by @homesweethearty