Home Depot Smart Home Category Introduction

I developed easily digestible and approachable new category styleguide to convey the concept that you can effortlessly “simplify your life” by automating your home. THD was one of the first retailers to showcase these new products to mainstream consumers, so it was critical not to overwhelm or intimidate the shopper by focusing only on relatable everyday benefits (leaving complex tech specifics for packaging and online). Our scalable approach also meant Inline, Endcap, and Freestanding Table executions could be easily produced using common parts.

“Thank you so much, the set looks great! Thank you and your team, you guys have definitely been very patient and accommodating through this whole process. I am looking forward to a smooth mass rollout.”

Karim Guirguis - Field Capital Project Manager for New Stores at The Home Depot Canada

“Morning all, First Inline rollout with Smart Home and connected bulb set! Looks great and associates and customers can't stop talking about it!”

Craig Bowler - Divisional Product Merchant-Offshelf at The Home Depot Canada

“Just left the store, busiest aisle in the building! Looks even better in person.”

Pamela O'Rourke - Vice President of Merchandising at The Home Depot Canada

Contributions:
Creative Proposal and Concepts
Smart Home Brands Contact Point
Copywriting
Simplifying Tech Comm
THD Category Branding
Icon Development
Colour Matching
Production Artwork / QC Proofing

Home Depot Mega BBQ Showroom

Taking inspiration from the “foody” trend, we developed creative for a new BBQ Showroom in order to attract and convert shoppers through the psychological impulse of hunger. Beautiful food imagery substituted traditional, and lifeless, product shots as a subliminal reference to restaurant menus.

Presenting to the Senior THD Visual Merch team, I made sure our concepts were based on the unique path-to-purchase for this category. Entrenched in key insights and strategy, our approach successfully beat 4 short-listed teams, including the company I used to work for months before.

Contributions:
Directed Initial Brainstorm Session
Managed Insights Audit
Developed Strategy
Created Presentations
Designed Concept Graphics
Led Final Competitive Bid Pitch
Produced Press-Ready Production Files
QC Proofing / Install Instructions

Simplifying multiple category’s complex path-to-purchase
to remove barriers for Home Depot shoppers 

Water Filtration was the first of many full category solutions I’ve developed for The Home Depot, and it was probably the most complex. Upon completion we had become both experts and, most importantly, the Agency of Record for THD's Merchandising Category Solutions.

Contributions:
Creative Proposal and Concepts
Strategic Path-to-Purchase Solution
THD Styleguide / Brand Expert
Icon / Chart Development
Image Sourcing / Colour Matching
Production Artwork / QC Proofing