Sherwin-Williams Stores Minwax Brochure

Associate Creative Director

Unlike other retail consumers, those shopping for Minwax at Sherwin-Williams stores lean more pro than DIY. So the revised version of this signature brochure had to reinforce that trend. We did this by reorganizing the opening gatefold to lead with our prep/stain/protect system sell, further reinforcing that on the back cover. We also told this story via a new photoshoot that began with a pro application shot on the cover and closed with a more pro-centric project (kitchen cabinets) on the inside spread. Color Marketing Manager Sue Kim's revised color flow seamlessly melded three Minwax stain lines: Performance Series (sold exclusively at Sherwin-Williams stores), Oil-Based Penetrating Stain and Gel Stain.

Words: Teda Jenkins
Color Flow: Sue Kim
Account: Jaimar Mansel
Brand: Minwax
Channel: Sherwin-Williams

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