Braver, Better, Greener.

Recently at Winsor & Newton we’ve shaken up the usual format of our Colour Stories feature.

Looking at engagement stats by content stream we were beginning to see a little fatigue set in with some of our regular, themed emails and posts. Combining the analytics with intuition and a lot of creative thinking, we decided to try stepping away from product and formulation content and expand the story by, for example, looking at the origin of the colour of money. Who knew?

The departure introduced a new article series for the brand that takes a refreshing deep dive on a colour, looking at its fascinating history, place in popular culture and how it’s perceived in the modern day.

The first in the series titled The meaning of green was one of the most successful posts on social media so far this year, achieving 4,500 likes not only for its engaging facts (did anyone see the quiz on Instagram?) but for the stunning visuals that accompanied it, created with the aim of elevating our content and making beautiful imagery that inspires.

The funny thing was it took us weeks – months – of internal debate within the team as to whether we could allow ourselves do this – it felt like too much newness and a bit risky to alter a familiar format that was well settled in to the brand. Eventually, realising that you can’t change anything without changing something, we gave ourselves permission to do something different. The learning was…… do that quicker next time!

Check out our next article Cave paintings to emojis: the journey of yellow published to coincide with Easter.