Doing things is hard. Seriously—building things from scratch is no joke. It’s a journey that’s as functional as it is emotional, filled with ups and downs, oohs and… oops. But that’s also the beautiful part of getting things done, right? It’s real people doing real work—you have to physically make things happen in order to make things happen.

The Home Depot knows—and believes—that inside their warehouse, everyone is a doer. They’ve been a leader in the home improvement space since 1978. And as they move into the next era of their iconic brand, they’re ready to lay the foundation to help a whole new generation of doers.

THE CHALLENGE: How do you refresh the world’s original home improvement brand and give it a paint job without losing key pieces of brand equity (ehem—orange)?

THE SOLUTION: Unbox something no other brand in the space can own—an insatiable passion for helping people do more and spend less. Plug into the power of the in-store experience and extend it across the whole brand (sawdust included).

FUN FACT: This project spanned almost a year. That’s a long time in branding years! We also partnered with BBDO after they became The Home Depot’s AOR. (This spot they created is one of my favorites.)

AGENCY: R/GA

ROLE: Verbal Design Director

RESPONSIBILITIES: Brand concepts, brand strategy, brand character, brand voice, copywriting, playbook/brand guidelines, creative workshops, client writing training

*Some images may be for proof of concept. Do not reproduce.