THE HOME DEPOT

THE COLOR CENTER EXPERIENCE      WAYFINDING       HOLIDAY        SHOWROOM DESIGN

PAINT DEPARTMENT | SEASONAL PRODUCT | MULTIPLE BRANDS
Art Direction | Concepting | Graphic Design | Strategy

In a sea of color and brands, how does the consumer know the right color, brand, or material for his/her project? To rethink how consumers, decide and purchase paint products The Color Center was created as a multi-platform painting project destination.

The Color Experience, a first in retail paint shopping experience, connects THD Color Workshops, Style Blog, and the new smartphone app, into an intuitive and unique customer journey. In store, this meant, highlighting seasonal color trends from selected brands and cross merchandising color coordinated products at key end-caps in a way that aligned with the online portal. 

By bridging these different platforms for the first time, The Home Depot was able to offer seasonal color trends that spanned multiple paints and brands. In addition to paint selection, THD utilized the Color Center end-caps to highlight and successfully cross merchandise other color-coordinated products both in-store and online. The final piece of The Color Experience is the AR app, allowing the customer to virtually test colors and products in their own space. Combined, this resulted in a holistic approach to the color purchasing experience, cementing The Home Depot as the top home improvement retailer in the paint category.

THE HOME DEPOT STORES
Art Direction | Concepting | Development

Wayfinding can easily be one of the more confusing experiences in the warehouse-sized Home Depot stores. The solution was to implement a refreshed and simplified way-finding system that introduced less cluttered visual cues that work in tandem with new technology to allow customers to get in and find what they are looking for quicker. The consumer-friendly design has been implemented in over 2,000 stores across Americas.

THE HOME DEPOT | SEASONAL
Art Direction | Visual Merchandising Strategy | Graphic Design

With the ever-growing number customer touchpoints, it was critical for THD to ensure a consistent brand experience across all mediums. By creating and directing from a single style guide for the first time in THD history, that consistency was achieved across four different agencies and dozens of in-house teams. The resulting online, direct mailer, visual merchandising, mobile, and TV campaigns were fully aligned stylistically and graphically, leading to the most profitable holiday season to date, and providing consistency for future holiday seasons.

CHALLENGES SOLVED BY DESIGN: 

In addition to brand alignment, we also needed to solve for two issues created by the sheer quantity of holiday related products in an easy customer experience. By creating a “Shop More Online” campaign, including oversized booklet/kiosks at key in-store locations and scanable bar codes, we were able to connect customers to the over 3,200 holiday items, and bridge the in-store and online holiday experiences.

Inside the store, not all holiday items could fit into the holiday section and had to be located in different locations around the store. An Easy Find Bay Identifier System was the result. This visual system directed customers to additional holiday inventory and provided important visual cues, such as the tree height chart, allowing shoppers to plan and purchase their ideal holiday home purchases. 

THE HOME DEPOT | APPLIANCE SHOWROOM
Art Direction | Research | Graphic Design

With an average appliance purchase of once every 8 years, deciding on household appliances can be a daunting and complicated experience for anyone, regardless of whether it is for a household of 2, family of 4, or even a professional builder. With that in mind, how could we create an appliance showroom, that needed to educate, highlight the various options, and help consumers choose the right product for their current (and future) needs.

By conducting user research (including 25 focus groups, 200+ interviews, and 15 shop-alongs) in 5 geographies, THD gained valuable insight into the ideal showroom. By improving the layout, rolling out consistent visual merchandising cues, and integrating the first in-store digital kiosk, customers could quickly assess features, pricing, and use case for any appliance products. By rolling out this visual redesign along with The Home Depot Advantage campaign across 2000 stores, THD became one of the top appliance retailers.