The Home Depot

Home Depot
Global Design System
–
R/GA, 2020—2021

The project embarked on a transformative journey with The Home Depot, aiming to unify the brand across both physical and digital spaces. Understanding the essence of Home Depot as a hub for doers, where ideas are nurtured into reality, was pivotal. With a focus on empowering customers along their 'doing journey,' the challenge was to evolve a 40-year-old legacy brand into a cohesive digital experience while retaining its core values.

Embracing the duality of functionality and emotion embodied by Home Depot's founders, the project coined the creative brand idea of "Grit & Goodness." This concept encapsulates the brand's ethos of hands-on assistance coupled with heartfelt service. Through a meticulous process of refining brand strategy, voice, and visuals, the project not only delivered a comprehensive design tool but also laid the foundation for a unified brand system, ensuring that the Home Depot essence resonates consistently across all touchpoints, fostering a seamless and authentic connection with customers, both now and into the future.

CREDITS:
Creative Direction: Lars Hansson, Augustus Cook, Corey Lewis
Design Direction: Julianna Roppo, Bethany Kennedy
Product Design: Colleen Miller, Tyler King, Leen Al-Bassam, Marcia Elisabete
Visual Design: Junsun Ko, Kayla Watson, Paul Assuncao
Motion Design: Junsun Ko
Verbal Design: Giselle Childs, Tatianna Gallardo
Production: Divia Padayachee, Scott Kundert