AYLA

Lowe’s BAB
visual identity system

Build-a-Birthday was created to inspire the next generation of builders through a hands-on, in-store birthday experience. Moving beyond Lowe’s existing kids workshops, the program needed to feel playful and celebratory while still grounded in the spirit of making and DIY.

The challenge was to design a visual identity system that could capture that balance. One that felt joyful and approachable for kids, inclusive across genders, and flexible enough to live across both physical retail spaces and digital touchpoints.

The system was built around simple, modular graphic elements inspired by building blocks and workshop tools. Playful shapes and scribble-like gestures brought energy and spontaneity, while a warm, gender-neutral color palette reinforced accessibility and ease. Together, these elements created a visual language that felt both imaginative and purposeful.

Designed to scale, the identity system supported a wide range of applications, from in-store signage and party materials to digital communications. The program was successfully rolled out across multiple states, proving the system’s ability to adapt while maintaining a consistent and recognizable presence.