Office Depot
Office Depot needed a more contemporary visual language that could speak to a broader audience and bring greater consistency across its marketing and retail presence.
What began as a new brand and marketing language expanded into a complete e-commerce experience across web and mobile. I led the visual direction and UI as Art Director, connecting brand, marketing, retail and digital into a more consistent customer experience.
Evolving the Brand
Building a Flexible Visual System
Bringing the Brand Online
The existing brand needed to feel more current, approachable and relevant to a wider audience, while remaining immediately recognizable as Office Depot. The new direction introduced a warmer and more expressive visual language, using bold graphic elements, human imagery and a clearer way of presenting
the different product categories.
Rather than changing the core identity, the work focused on giving the brand a stronger marketing personality and a more flexible way to communicate across very different audiences, products and promotional needs.
The new direction developed into a flexible visual system that could move across advertising, social, print, retail and in-store communication without losing its identity. Color, typography, imagery, recurring graphic elements and promotional treatments all worked together to create a recognizable structure.
The system also needed to accommodate a broad range of retail categories, from technology and office supplies to furniture and seasonal campaigns.
Building it around adaptable principles made it possible to shift tone, category and content while keeping the brand visually connected.
The same visual language became the foundation for Office Depot’s new e-commerce experience across web and mobile. I led the UI design across the full shopping journey, from browsing and product discovery through category and product pages to cart and checkout, translating the brand into a digital environment built around clarity and usability.
The project was developed together with an external UX and development team. Alongside leading the visual experience, I contributed UX solutions throughout the process, identifying opportunities to improve flows and interactions while ensuring that brand, commerce and usability worked as one experience.
Designing the E-commerce UI
