Home Services In-Store Campaign
Art Director
A large-format sign, end-of-aisle facing the main thoroughfare, deployed across all 2,300+ U.S. Home Depot locations — and still on the floor ten years later.
Challenge: Home Depot's services business — kitchen and bath remodeling, flooring installation, HVAC, roofing — operates differently from its products business. The goal was to help customers understand that Home Depot could handle the whole project, not just sell them the materials.
This was the first campaign built on data from THD's newly formed Customer Insights team. We used in-store shopping data and focus group research to pressure-test creative decisions — and found that our instincts aligned closely with what customers actually responded to. That gave us confidence to commit to a clear, direct approach.
The system was designed to do one thing: stop a customer mid-aisle and make professional installation feel approachable. Simple entry point. Clear next step. Consistent voice across every service category.
