starting with a business-forward color palette, the design team connected the underline—from the inherited logo—for emphasis in typography, also adding a suite of animated business icons for quick visual cues as representative business capabilities and tech tools.
brand guidelines work is important to develop early. i provided design direction to the monks, matt fraher, (home depot's art director) and brian oakley (motion designer) for still and motion guidelines. we plan to update on a six-month cadence for our agency partners. below are motion guidelines developed for iconography, end cards and supers.
next, the art directors partnered with marketing strategists to craft a shoot around remodeling kitchens and bathrooms, at the job site from start to completion. i provided creative direction pre-kickoff to trade school. working with home depot art director, gina filipelli, we asked the agency to showcase the grit and authenticity of real pros in action. below is the sizzle reel.
further committing to the direction of authenticity and action where real pros take care of business, I directed the agency and director to lean in further with dramatic yet available job site lighting. Here are stills and footage from the shoot to pad out our evergreen content library.
a sample of campaign kickoff and site work with this creative direction. design work is a collaboration between myself and art directors Matt fraher, adam bellinger, shannon middleton, mary gilmore. with agency partnership by trade school on video concept, production and editing.
