When Lowe's hired a new CMO at the top of 2020, she handed us a hard hat and called for a brand renovation.
Could we bring style and sophistication… to the world of tools, hardware, and appliances?
Our insight: appeal to a wider audience beyond the typical DIYer. Inspire renters, first-time home buyers and the design-savvy to jump in. From here, the team I led crafted an entirely new look, tone, sound, and tagline. With an elevated style, friendlier voice, and a fully rearchitected creative platform, we helped democratize home improvement, tell the world Lowe's is Home to Any Possibility and increase sales by 30%.