The Home Depot launched a campaign to offer select partner communities discounts and incentives.
The Home Depot is an iconic brand across the United States, Canada, and Mexico. Founded in 1978, they employ over 370,000 people and bring in yearly revenues of over $80 billion yearly. Their company has many partners and affiliates that represent various segments of the construction industry, from corporate clients to individuals.
About the Project: A Big Brand Goes Small
While the Home Depot is a large brand, they wanted to create a smaller project that would show their appreciation to one of their partner communities. By providing these 50,000+ users access to discounts and incentives, it provided a value-add reason for membership, as well as helping The Home Depot market to this diverse user-base.
The Challenge: Designing Within Strict Brand Standards
As the project was a joint effort resulting from a partnership between The Home Depot and The National Apartment Association (NAA), also a client of Blue Coda, the team of stakeholders was quite diverse. The stakeholder group represented the sales and marketing departments of both organizations, as well as the community membership department of the NAA.
From day one, Blue Coda focused intently on requirements gathering, creating action items and plans, and consensus building among the diverse group. In addition to the membership goals and guidelines presented by the NAA, the Home Depot provided Blue Coda with a large asset library from their digital marketing team. These assets include style guides, colors, fonts, example content, and a huge collection of high quality images. Within these guidelines, we considered the audience of the user community, and came up with several rounds of design concepts for what was titled The Home Depot Affinity project.
The Blue Coda team created wide ranging, modern design concepts to help bring the collective team onboard with a shared vision, ultimately narrowing down the list to a single concept. A new construct was built and configured within the Drupal-based NAA website, including content types, layouts, themes and taxonomy - all essential components for NAA staff to manage the program.
Blue Coda also provided the Home Depot with fully functional HTML/CSS renditions of the final designs and copy, an updated style guide denoting fonts, colors and headers, and step by step guidelines to put the work into play.
The program launched in 2014 and has continued to grow in the years ever since.