YOUR HOME TO POSSIBILITY
BRAND
Lowe’s
AGENCY
Deutsch LA
ROLE
Art Direction, Design, Illustration
TEAM
Head of Design: Talin Baharian
Design Director: Erica Park
Sr. Designer: Ayla Kim
CONTEXT
The new program from Lowe's, Your Home to Possibility, was built to redefine how Lowe’s is perceived as an employer by both internal and external audiences. Lowe’s wanted to emphasize that it is more than just a workplace—it’s a home where associates can thrive, feel a sense of belonging, and build fulfilling careers. The campaign’s primary ask was to create a visual system that celebrated the core values of diversity, inclusivity, and the endless possibilities that Lowe’s offers to its employees. The program was rolled out in two distinct phases, targeting current employees in the first phase and potential recruits in the second.
CHALLENGE
Lowe’s faced two critical challenges. Internally, the goal was to reduce voluntary turnover by reminding existing employees of the many opportunities available to them within the company and to foster a sense of pride that would turn associates into advocates. Externally, Lowe’s needed to attract new talent by positioning itself as a desirable employer. This required communicating the company’s strong value pillars—offering quality jobs, a sense of belonging, and clear career development opportunities—while also educating potential employees about the variety of benefits and growth pathways Lowe’s offers, like leadership development, debt-free tuition, and competitive pay.
DESIGN SOLUTION
Our design solution focused on creating a visual system that brought Lowe’s values of diversity, inclusivity, and limitless possibilities to life. We developed a cast of vibrant, diverse characters to represent the unique, multifaceted workforce and to convey the campaign’s message of opportunity and growth. In Phase 1, we concentrated on internal communications, reinforcing the idea that current associates had a home at Lowe’s, filled with opportunity and belonging. Phase 2 extended the messaging to external audiences, showing potential recruits that Lowe’s offers more than just a job—it offers a path to a brighter future. Through both phases, the campaign successfully showcased that Lowe’s is a place where associates can grow and thrive, building their careers and their futures.
Business Objectives:
Internal: Reduce voluntary turnover
External: Recruit new talent/increase # of applicants
Marketing Objective:
Show people why Lowe’s is a desirable place to be employed as a long-term career.
Marketing Idea:
Let’s build a better future together.
Creative Insight:
This is more than a workplace, it’s your home to possibility.
Internal: Reduce voluntary turnover
External: Recruit new talent/increase # of applicants
Marketing Objective:
Show people why Lowe’s is a desirable place to be employed as a long-term career.
Marketing Idea:
Let’s build a better future together.
Creative Insight:
This is more than a workplace, it’s your home to possibility.
PRIMARY LOGO
The primary logo serves as the visual identity of Lowe's as an Employer of Choice. It draws inspiration from the top roof of Lowe's gable, with the roof/arrow symbolizing a clear path towards career growth.
The primary logo serves as the visual identity of Lowe's as an Employer of Choice. It draws inspiration from the top roof of Lowe's gable, with the roof/arrow symbolizing a clear path towards career growth.
ICONOGRAPHY
These 8 icons have been designed to represent the core elements of the program. They serve as background elements that anchor the context of what is being presented in the foreground.
These 8 icons have been designed to represent the core elements of the program. They serve as background elements that anchor the context of what is being presented in the foreground.
ILLUSTRATION STYLE
The illustration style has been carefully crafted to support the broad spectrum of the Employer of Choice program. It conveys diversity and inclusivity through a range of characters in various scenarios, humanizing Lowe's as a warm and friendly work environment.
The illustration style has been carefully crafted to support the broad spectrum of the Employer of Choice program. It conveys diversity and inclusivity through a range of characters in various scenarios, humanizing Lowe's as a warm and friendly work environment.
GUIDELINES
A comprehensive 100-page document has been created to introduce and explain the essential elements of the Lowe's Your Home to Possibility program's visual system. This document provides guidance on how to effectively use these elements to build the brand and maintain a memorable and meaningful voice for the program.
A comprehensive 100-page document has been created to introduce and explain the essential elements of the Lowe's Your Home to Possibility program's visual system. This document provides guidance on how to effectively use these elements to build the brand and maintain a memorable and meaningful voice for the program.
APPLICATION
