The Blog


More from The Blog

The Finishing Touch: Minwax Launches New DIY Inspired Site

For over 100 years, Minwax has provided professional contractors and craftsmen with high-quality wood finishing products.  However, the wood care brand also services another loyal group of users: DIY-ers.  With the rise of Pinterest and novice home improvement, this group of enthusiasts, many of whom are new to wood finishing, turn to Minwax to help beautify the wood throughout their home and beyond.

As part of an integrated digital marketing campaign, Minwax has teamed up with Flightpath to launch an innovative website that better delivers their products to their diverse customer base.  Serving as a vehicle to inspire and educate their consumers, the new site seamlessly showcases DIY photos, tutorial videos and project plans while also providing detailed product information for all wood finishing needs.

“Our goal for the site was to convey that the completed wood finishing project is the true hero, and the [Minwax] product is the best means to achieve that result,” said Everett Hutton, Senior Account Executive at Flightpath.

Starting from the elegant homepage, Minwax encourages visitors to “Get Inspired”—showcasing beautiful user-generated images of DIY projects they’ve created.  There is even a section proudly dedicated to the ‘Minwax Fan of the Month’–a Facebook contest where Minwax fans upload their own wood finishing projects and vote on a winner.  By displaying real projects made by real people, the site captures an undeniable sense of personal achievement and individuality that goes hand-in-hand with the DIY experience.

“We are all very excited with the result of our intensive collaboration. The site is clean, contemporary, easier to navigate, and is sure to meet the needs of our diverse end users,” said Jacquelyn Ferrara, Director of Marketing for Minwax.

Visit the new Minwax site to explore and get inspired for yourself.

Update: In July 2014, Minwax Australia also partnered with Flightpath to launch a new version of their site based on this same design.