Lowe’s Springfest
Visual Identity / Seasonal Campaign Design
A seasonal identity designed to feel festive without losing the brand.
SpringFest is Lowe's annual seasonal program celebrating the arrival of spring across stores, out-of-home, and digital campaigns. The challenge was creating a visual identity that felt ownable and celebratory while staying tightly aligned with Lowe's evolving brand system.
The identity introduced a clean, graphic foundation infused with seasonal cues. Nature-inspired shapes, rounded patterns, and a refreshed Spring Green accent helped signal SpringFest as a special occasion worth showing up for, while remaining flexible enough to scale across physical retail environments and 360 campaign touchpoints.
A 60-page style guide codified the system, ensuring consistent expression throughout the season across every channel.
Client: Lowe's
Agency: Deutsch
Role: Art Direction, System Design
Senior Designer: Ayla Kim
Designer: Vanissa Wong