As a multicultural marketing firm with deep roots in the Hispanic community, we work with our clients to make sure their initiatives resonate with Latinos. Sherwin-Williams is a great example of a national consumer brand (and the country’s largest specialty paint retailer) honoring the contributions of Latinos as it relates to color. They recently announced their partnership with renowned artists Edwin Gil and Alexander Mijares by providing paint for their public art projects.
Mijares, a Miami native with Cuban and Spanish roots, used his Sherwin-Williams paint to create two giant murals in Dallas, Texas. The murals served as the centerpiece for the Lab Art Texas’ grand opening event on September 18. Mijares’ murals are vibrant and indicative of his Hispanic heritage. The murals, located in Dallas’ art district, add a new dimension to the cityscape. His artwork is an explosion of color and we were excited to see how he incorporated Sherwin-Williams paint.
Gil, a Colombian native who calls Charlotte home, will use Sherwin-Williams paint to complete his 12th “face” in his Faces of Diversity art enterprise. These 8’ X 8’ faces hang around the world and breakdown stereotypes through art. They address bullying in our schools and start respectful discussions around diversity. Participants dip their thumbs in paint and then place them on small pieces of glass. Gil will then use his mosaic style artistry to create one large face.
Working with Sherwin-Williams, we helped connect a brand to artists who then connect with the community. These projects aren’t a ‘one and done’ type of thing, but will be on display for years to come. This was very important to Sherwin-Williams as they seek to honor Hispanics not just one month out of the year, but all year long. The company’s new Spanish language Content Hub to its partnerships with grassroots Hispanic organizations like NCLR, LULAC, and NAHREP demonstrate its commitment to the Latino community.
As paint experts, Sherwin-Williams knows how color can influence the look and feel of a home. The same can be said about Hispanics in the United States. Sherwin-Williams’ partnerships and support of Latinos here in the U.S. demonstrate the company’s appreciation of all cultures throughout Latin America and how they are brought to life through color.