THE HOME DEPOT
REDESIGN OF ``HOME SERVICES`` PROGRAMS
The Home Depot offers installation, maintenance, and repair services for many products available. Local, independent, and authorized vendors provide the services, and The Home Depot promotes each service online and in-store. The ask was to build a sub-brand for ``Home Service`` displays.
ROLE
Creative Director and Project Manager
- Research and analysis
- Design, Development & Prototyping
- Collaborated with visual merchandising department heads
- Authored the “Home Services Design Guide” and “Installation Guides”
CREDITS
Prototyping
– Miller Zell
Project Manager
– Damera Davidson | The Home Depot
SEE MORE ABOUT THIS PROJECT
Each department display for “Home Services” was reviewed and compared to THD Brand Standards.
Any data, images, and associated collateral pieces were gathered and verified through the appropriate vendors.
After reviewing all displays, we found the fixtures had inconsistent designs across departments and stores. Most existing displays did not meet THD brand standards, and many were ill-fitted to their bay or endcap location.
The “Home Services” displays required a consistent brand message that reflected the services program without compromising the integrity of the company brand.
Design and execution of new fixtures and signage should scale to fit the allotted shelf space, which varies from store to store.
This program also needed a new “Design Standards Guide” specific to the “Home Services” displays, along with “Installation Guides”, including instructions on how to customize the contents of the “kit-pack” to fit the required bay size.
Design and Guides
Home Services Design Update
The new approach utilized the fonts and colors from the existing storewide “Brand Standards Guide” while incorporating new elements, such as the dark orange and gray color bands. The new fixtures and signage were scalable to fit various bay area and endcap sizes as necessary and had areas for interchangeable logos, messaging, and a video screen.
Design Standards Guide
Once the base design was complete, the “Home Services Standards Guideline” was assembled. For a consistent look and messaging across all services, these standards included detailed information on the colors and sizing of the fixture, signage, fonts, color bands, and display-specific images and information.
Home Service Fixtures and Signage
The “Home Services Standards Guide” provided the manual needed to extend the design across all service departments, such as HVAC, Window Installations, Tub & Shower Refacing, Roofing, Window Coverings, and Water Filtration.
Installation Guides
Installation guides are provided for all displays. Once a design is complete, a prototype and installation guide is constructed. During the first installation, installers test each guide, and changes are made before the final copies are released to all 2000 stores. All guides have a consistent look and voice to provide ease of use and familiarity for the install teams.
