LOWE’S:
BUILD-A-BIRTHDAY
BRAND
Lowe’s
AGENCY
Deutsch LA
ROLE
Art Direction, Design
TEAM
Director of Design: Talin Baharian
Design Director: Erica Park
Senior Designer: Ayla Kim
Designer: Jonathan Funes
CONTEXT
Build-a-Birthday is a in-store kids' birthday party program offered by Lowe's, designed to inspire the next generation of builders. Going beyond their popular monthly kids' workshops, Lowe's Build-a-Birthday parties offer a new, hands-on experience that sparks creativity in young builders. Kids can enjoy a fun and interactive party where they can learn basic DIY skills, such as hammering, painting, and assembling, all with the guidance of Lowe's knowledgeable staff. This unique program is a fun and engaging way for kids to celebrate their special day while fostering a love for DIY projects and home improvement from an early age.
Build-a-Birthday is a in-store kids' birthday party program offered by Lowe's, designed to inspire the next generation of builders. Going beyond their popular monthly kids' workshops, Lowe's Build-a-Birthday parties offer a new, hands-on experience that sparks creativity in young builders. Kids can enjoy a fun and interactive party where they can learn basic DIY skills, such as hammering, painting, and assembling, all with the guidance of Lowe's knowledgeable staff. This unique program is a fun and engaging way for kids to celebrate their special day while fostering a love for DIY projects and home improvement from an early age.
CHALLENGE
Lowe’s asked us to develop a visual identity system for this program, with the primary aim of capturing its essence. Our goal was to create a cohesive, yet flexible design system that could seamlessly integrate across their multimedia channels, encompassing digital advertising and physical retail spaces.
Lowe’s asked us to develop a visual identity system for this program, with the primary aim of capturing its essence. Our goal was to create a cohesive, yet flexible design system that could seamlessly integrate across their multimedia channels, encompassing digital advertising and physical retail spaces.
RESULT
We have crafted a flexible design system that embodies the playfulness of kids, the workshop experience, and the spirit of builders, capturing the essence of the program. As a testament to its effectiveness, the program was successfully executed in 10 different states across the U.S.
We have crafted a flexible design system that embodies the playfulness of kids, the workshop experience, and the spirit of builders, capturing the essence of the program. As a testament to its effectiveness, the program was successfully executed in 10 different states across the U.S.
COLOR PALETTE
The colors exudes a friendly and reminiscent charm, evoking feelings of innocence and elementary joy. Special attention was given to ensure that the color combinations feel gender-neutral, promoting inclusivity and accessibility for all children to enjoy the experience.
The colors exudes a friendly and reminiscent charm, evoking feelings of innocence and elementary joy. Special attention was given to ensure that the color combinations feel gender-neutral, promoting inclusivity and accessibility for all children to enjoy the experience.
GRAPHIC ELEMENTS
The Lowe's "Build-a-Birthday" program features a vibrant visual identity that utilizes playful shapes and scribbles to capture the energy of a kid’s birthday celebration. The blocky geometric shapes symbolize the modular and DIY aspect of the program, allowing for creative combinations that visually communicate the hands-on and creative nature of the experience.
The Lowe's "Build-a-Birthday" program features a vibrant visual identity that utilizes playful shapes and scribbles to capture the energy of a kid’s birthday celebration. The blocky geometric shapes symbolize the modular and DIY aspect of the program, allowing for creative combinations that visually communicate the hands-on and creative nature of the experience.
CONCEPT
DESIGN GUIDELINES
An 80-page style guideline outlines the key elements of the Lowe's Build-a-Birthday identity system, providing guidance on how to effectively utilize them to maintain the brand voice and build the brand.
An 80-page style guideline outlines the key elements of the Lowe's Build-a-Birthday identity system, providing guidance on how to effectively utilize them to maintain the brand voice and build the brand.
APPLICATIONS
