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KRISTINA x THE HOME DEPOT
I’ve been with The Home Depot since 2016, where I’m currently a Catalog Designer for our home decor publications. My primary roles include story planning, art direction, layout design, photography asset management, typography flow, proofing and release. I collaborate with the photo studio, interior designers, merchants and copywriters to bring each vision to life. While our team mostly focuses on the print catalog, I’ve taken the initiative to reinvent our online catalog for a web-tailored user experience and enhance our online presence through specialty Influencer and Flooring Lookbooks.
CATALOG
PRINT CATALOG. As detailed above, my primary role is to build and art direct our almost monthly home decor catalogs which are printed and shipped to millions of homes nationwide. The photography that I help plan and direct are used for initiatives across channels including social, PIP enrichment, email marketing and more.
1/13
DIGITAL CATALOG. When joining the catalog team, I noticed potential to upgrade our online presence though curating the digital versions of our catalogs. After conducting market research, I developed simplified layouts which encourage customers to visit the product pages for information and seamless purchase. I also added in additional pages driving customers to landing pages of primary categories to view additional styles.
See the latest at home depot.com/catalog at homedepot.com/catalog
1/22
FLOORING LOOKBOOK. I created our first Flooring Lookbook, a digital publication showcasing our broad assortment of trending floor finishings. This involved developing a new process of product integration, and strategic use of existing images to support my direction of new inspirational photography.
1/20
INFLUENCER LOOKBOOK. To continue enhancing our online presence, I created this Lookbook entirely of existing content from our influencer spotlights. We typically have one in each catalog and do not repeat, so this was a great way to keep getting new eyes on them and strengthen relationships with our influencer partners.
1/13
NEWSPRINT
ART DIRECTION
DESIGN
MAGAZINE
BILLBOARDS
SOCIAL MEDIA SKINS
SHIRTS
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