The Challenge:
The need to support DIYers beyond checkout clearly existed. Tutorials, tips and support for projects were scattered across the site with no clear throughline. The real challenge was how to streamline the expertise Home Depot already had into something people would actually reach for and come back to again and again.

Strategy:

DIY is no longer just a "dad hobby," it's a first-choice approach for a younger, digitally-fluent audience who want to feel capable, not sold to. So instead of designing another retail interface, we designed a companion brand, one built around confidence, support, and small wins, expressed through a visual language modern enough to earn trust with a new generation while staying unmistakably Home Depot underneath.

Solution:

I led the visual design and art direction, building a system that stretched Home Depot's established brand into new territory without breaking it. A new sub brand logo, custom illustrations and a refreshed colour pallet gave the app a warmer, more human hand to reflect the inherent DIY nature of the product.