Paint Shield® Sales Kit

Building confidence during a complex product launch.

GO2 helped Sherwin-Williams achieve a 198% gallon increase and a 133% sales increase over the previous year by reintroducing their Paint Shield product with a strategic launch kit that the company has since integrated into their “permanent” collection of selling tools.


Graphic Design, Content Creation, Sales Kits, UX Strategy, Print Media


Gold PRSA “Cleveland Rocks” Award Winner

Paint Shield was an exceptional product with an internal PR problem.

Our Challenge

In 2016, Sherwin-Williams launched an innovative new product: Paint Shield, the first EPA-registered microbicidal paint.

While this amazing new technology worked to solve the problem of harmful bacteria, it caused another problem for Sherwin-Williams. The complicated scientific specifications created significant apprehension about the handling and selling of the product.

Our Solution

To provide Sherwin-Williams with a better way to sell this innovative coating, our team developed a launch kit that accomplished the following goals:

  • Made a big impact with a high-end unboxing experience.
  • Gave Paint Shield a new image to combat existing stigma.
  • Simplified the messaging to emphasize simplicity and safety.
  • Employed UX best practices to optimize sales effectiveness.

It’s still just paint.

With simple copy and a clean design, we reinforced the main message: Paint Shield is backed by revolutionary technology, but don’t worry – it’s still just paint.

Additional Work

Prepare your employees to support your next product launch.