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BtoB

Content Marketing Award: Digital Pub: Winner: Sherwin-Williams Co.

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Sherwin-Williams Co., a paint and coatings manufacturer that dates to 1866, shows it's quite at home in the digital age with the stunning tablet edition of STIR that takes full advantage of the devices' multimedia capabilities. STIR, a custom magazine that appears three times a year, is aimed at residential and commercial interior designers and architects in the U.S. and Canada. The most recent issue includes Sherwin-Williams' 2014 Color Forecast, which it breaks into four palette themes: reasoned, intrinsic, curiosity and diaphanous. It illustrates each with a video that shows colors from subtle to exuberant. Rounding out the presentation are examples of the company's hues identified by number and name: Quixotic Plum, Georgian Bay, Raucous Orange, Agreeable Gray. The company's colors are further reflected, again in a low-key manner, in several pages featuring the commercial and residential winners of the third annual STIR Student Design Contest. The issue also includes short, well-written articles by members of Sherwin-Williams' Color Forecast Team on how 2014 fashion trends (“sedate tones: grays accented by teal, purple and burnt orange”); film (Art Deco in “The Great Gatsby”); and upcoming global events (Brazil's hosting of next year's World Cup and the 2016 Summer Olympics) might affect color and design choices. When it comes to color, STIR shows Sherwin-Williams does indeed, as the company's longtime logo suggests, “Cover the Earth.”
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