Wall at Home Depot corporate headquarters featuring my Front End and Order Pickup projects
Home Depot Front End Refresh
Art Director
I led the redesign of the front-end experience across The Home Depot’s U.S. store fleet, rethinking a high-traffic environment where clarity, speed, and customer flow are critical.
The front end sits at the intersection of multiple services—self-checkout, cashier lanes, returns, Pro, and online pickup—each with competing priorities and messaging needs. Over time, this had created a fragmented and visually dense environment that made navigation less intuitive.
Working with In-Store Experience and Marketing teams, I developed a scalable communication system that brought structure and hierarchy to the space. The focus was on reducing visual noise, clarifying key decision points, and creating a more cohesive experience without sacrificing flexibility.
Because every store presents different physical conditions—layout, lighting, and installation constraints—the system was designed to be modular and adaptable while maintaining consistency across more than 2,000 locations.
The result is a cleaner, more intuitive front-end environment that improves navigation and supports a wide range of customer interactions, while providing a flexible foundation for future in-store initiatives.
Minimizing POP around the Checkout area maximized navigational clarity and reduced associates' need to "direct traffic" to the Self Checkout corral in particular
Four-sided hanging wayfinding ensures customers can locate key departments easily from afar
Wayfinding and checkout lane lamps were color coded for each department
In our "Store of the Future" in Kennesaw, GA we established a large tech-forward kiosk-based shopping area to showcase emerging Smart Home products.