Ayla

Lowe’s
Employer Brand & Identity System

Lowe's Your Home to Possibility is an employer brand platform built to reposition Lowe's as more than a place to work, a place to grow, belong, and build a career. The challenge was creating a visual system that could recruit new talent, engage existing associates, and live across everything from in-store break rooms and onboarding materials to external recruitment campaigns.

The identity was built around a cast of characters created exclusively for this program. Diversity and inclusivity weren't treated as checkboxes; they were the foundation of every creative decision. Characters were drawn across a wide range of backgrounds, roles, and everyday scenarios, giving the brand a warm, human quality that felt genuine rather than performative.

A custom iconography system of 8 icons anchored the program's core themes as background elements, providing context and consistency across applications. Together with the illustration system, they formed a visual language that felt welcoming, purposeful, and distinctly Lowe's.

The full system was codified in a 100-page guideline, supporting internal and external communications at scale, ensuring the brand could be applied consistently across a workforce of hundreds of thousands.

Client: Lowe’s
Agency: Deutsch
Role: Art Direction, Illustration, Identity Design
Director of Design: Talin Baharian
Design Director: Erica Park
Senior Designer: Ayla Kim