Challenge
As my team grew from 2017 to 2018, I identified the need for a clearer system for creating consistent rich content across internal and agency teams. The guidelines needed to align with The Home Depot’s global brand standards while giving designers, cross-functional partners, and agency teams practical direction for producing digital content across multiple disciplines.
Creative Direction
I provided creative direction for the visual and experience systems that shaped our rich content, including illustration, 3D modeling and rendering, motion graphics, the UX design system, and reusable design system components.
My role was to establish a consistent creative approach across these disciplines so that work produced by different designers and partners could still feel cohesive, scalable, and aligned with The Home Depot brand.
I collaborated with designers on my team to translate that direction into practical standards teams could reference during design and production.
The System
The resulting guidelines brought the core principles, specifications, and production standards for rich content into a single system. They translated broader brand standards into guidance tailored to the needs of digital product content and the teams creating it.
The system covered:
- Color and typography
- Layout and content components
- UX design system conventions
- Vector illustration
- Isometric illustration
- 3D modeling, texturing, lighting, and rendering
- Motion graphics
- Headers, banners, callouts, and supporting graphic elements
- SEO considerations
- Reusable design system components
Scaling Creative Consistency
The guidelines were designed to give internal designers, cross-functional partners, and agency teams a shared creative framework rather than relying on individual interpretation from project to project.
By documenting the visual principles and production standards behind the work, the system created a clearer foundation for producing rich content consistently as the team and range of deliverables expanded.
