Home Services In-Store Campaign
Art Director
Fresh into my role as Art Director at THD, I contributed to the development of in-store communication for The Home Depot’s Home Services offering—helping translate a broad range of installation and project-based services into a clear, customer-facing retail experience.
Home Depot’s business extends beyond products to include professional services such as kitchen and bath remodeling, flooring installation, and other home improvement projects . The challenge was to communicate these more complex, service-driven offerings within a store environment traditionally built around immediate, product-based purchases.
Working with cross-functional teams, we developed a cohesive communication approach that clarified the path from in-store interest to consultation and installation. The focus was on simplifying the message, building trust, and making it easier for customers to understand what’s possible—and how to get started.
Because these services span multiple categories and levels of complexity, the system was designed to be flexible and scalable, adapting across different departments and store formats while maintaining a consistent voice.
The result is a more approachable and intuitive entry point into Home Depot’s service ecosystem—helping customers move from inspiration to execution, while supporting a broader shift toward service-based home improvement.
This was the first major campaign leveraging data from THD's (new at the time) Customer Insights team. We used shopping data from the store as well as focus group interviews to arrive at the final design.
