In the wake of new energy-efficiency requirements set forth by the Obama Administration, The Home Depot was looking to capitalize on newfound demand for LED light bulbs. The merchant for the category reached out to us about overhauling the in-store display space, known as “bays,” with new signage, interactive elements, and packaging. At the time, the public had a largely negative perception about LED lightbulbs, largely stemming from misconceptions about the price and color temperature (or light quality). Our task was to help assuage these concerns in the retail space in a simple, thoughtful and creative manner. And, in a separate project, we asked to rebrand their kitchen design services in their stores to drive more big-ticket sales.

Our headline addressed the biggest barrier to adoption, the price point. “Turn every socket into savings” rightly suggested that LEDs deliver savings that accumulate over time. Infographics on the bay signage explain that one LED lasts as long as 42 incandescent bulbs, so consumers save by not having to replace lightbulbs nearly as often. Also, LEDs require just 12% of the energy of incandescent bulbs, so consumers see the significant savings in their electrical bills. The savings is compounded every time they replace an incandescent bulb for an LED. Our light boxes also allow customers to see the pleasant light quality, unlike earlier energy-efficient models. As for our other project, we re-branded kitchen design services as DesignConnect nationwide.