The Home Depot. homedepot.com was without a Creative Director & Senior Manager for a year. New processes, team restructuring, e-comm strategy and brand alignment enabled profitability for the first time.

homedepot.com

Refocused the attention of the site to e-commerce and to be congruent with the brick and mortar business. I created a new style guide, brought architecture and design in-house, new taxonomy, total re-architecture and visual design. Constant iteration over the next few years yielded measurable results.

Within the first year homedepot.com became profitable for the first time after 8 years and saw growth from $375 Million to over $1.3 Billion over the next four years.

Flower Power

The Home Depot wanted to educate customers on the quality and care that goes into the plants stores carry nationwide. I pitched an idea on how plants come to market, got approval, secured funding and produced a seven-part web series. Two weeks traveling from San Diego to San Francisco during the annual PAC Trials event, which draws merchants from many big retailers nationwide.

Photography

Photography can connect with an audience or distract them. homdepot.com was leveraging images shot for news and magazine printed materials not for digital interaction. Offered the opportunity to take over creative and art direction of our own shoots my newly formed content and asset department had immediate impact.