Home Depot Sign Standards Refresh
Associate Creative Director
As Associate Creative Director, I partnered with a Senior Art Director to lead a comprehensive refresh of The Home Depot’s in-bay signage standards, redefining how product information, pricing, and promotional messaging are communicated at the shelf level across the store fleet.
Over time, in-bay signage had become inconsistent—varying by category, vendor, and initiative—resulting in visual clutter and an uneven customer experience. In a space where customers make fast, in-the-moment decisions, clarity and hierarchy are critical.
Working closely with merchandising, marketing, and in-store experience teams, we developed a unified design system that brought structure and consistency to shelf-level communication. The approach focused on simplifying messaging, establishing a clear visual hierarchy, and creating flexible standards that could adapt across a wide range of product categories and vendor needs.
Because signage must perform in real-world conditions—varying store layouts, lighting, and installation constraints—the system was designed to be modular and highly repeatable. Each element balances brand consistency with practical execution, enabling efficient rollout across more than 2,000 locations.
The result is a more cohesive and legible in-bay experience that improves product discovery, reduces visual noise, and creates a scalable foundation for future merchandising and promotional initiatives.
Our best case scenario layout showcasing Project Mercury
Responsive design, usually utilized in phones and tablets, deployed into a print environment
Reducing and reframing color use puts the focus on important messaging in a very cluttered retail environment
We made a specific choice to deploy the color orange in the store almost always as a navigation tool. Orange is the brand color but it's also the color that represents direct customer assistance. If you see the color orange in a Home Depot store, it is almost always directing you to where you need to go., both on and offline.
