I led the development of an in-store communication system for Generac products, translating a complex, high-consideration purchase into a clear and approachable retail experience.

Home standby generators are not typical off-the-shelf products—they involve sizing, installation, and long-term service considerations. At the same time, demand for reliable backup power has grown as outages become more common and disruptive, positioning generators as both a practical necessity and a peace-of-mind investment.  

The challenge was to create an in-store presence that could quickly communicate value, explain how the system works, and guide customers toward the next step—without overwhelming them.

Working with cross-functional partners, I developed a modular communication framework that:

simplified the core message around reliability and preparedness

clarified the path from in-store interest to consultation and installation

balanced brand storytelling with practical, decision-making information

The design needed to perform within the realities of the store environment while also representing a more technical, service-driven product category. Special attention was given to hierarchy, messaging clarity, and how customers engage with information at different levels of intent—from casual browsing to active purchase consideration.

The result is a more effective in-store experience that helps customers understand the value of standby power, builds trust in the offering, and supports a smoother transition from retail engagement to installation and service.