Lowe’s Build-a-Birthday
Visual Identity System
Lowe's Build-a-Birthday was a new program, an expansion beyond their monthly kids' workshops into a full birthday party experience built around hands-on DIY. The challenge was creating a visual identity for something that didn't exist yet: a program that needed to feel celebratory and playful while staying true to the spirit of making, and could live across both physical retail spaces and digital touchpoints.
At Deutsch, the identity was built around 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 palette kept it open and accessible. Together they formed a visual language that felt imaginative and purposeful.
The system was codified in an 80-page style guideline and rolled out across 10 states, supporting everything from in-store signage and party materials to digital communications and social content.
Client: Lowe's
Agency: Deutsch
Role: Art Direction, Design System
Director of Design: Talin Baharian
Design Director: Erica Park
Associate Design Director: Ayla Kim
Designer: Jonny Funes