Sherwin-Williams Color Descriptions

Copilot who?

Our clients found themselves with the mammoth task of adding a description to each of Sherwin-Williams’ 1,700+ paint colors. So they turned to Copilot to help speed up the process. But AI-generated phrases like "the essence of a cold, warm blanket" didn't meet Sherwin’s standards as a premium brand. So we suggested they replace Copilot with the brilliant writers they already work with.

Our clients provided the sciencey stuff, details like undertones and color temperatures, and our team turned it into poetry. In addition to writing, my job was to review final copy and work with clients to get it approved and live on the site.

Our worked proved that while AI is a powerful tool, there's still plenty of reason to leave wordsmithing to humans.