Eric Teng
About
My Blinds by Hunter Douglas, is a new brand of Window Coverings being sold at Home Depot, a large retail home center. The in-store clutter, lack of associate knowledge combined with a complicated purchase process made for a very challenging rebrand. I needed to bring excitement and energy to the brand, and also simplify the process—breaking through the clutter and engage a younger, design-savvy buying audience.
Industry
Retail & Shopping
From this insight came an unexpected brand that championed simplicity, education, and style. Putting design power in the hands of the customer, it was aptly named MyBlinds. A tagline was also created: “Smart. Simple. Stylish.”
In the true spirit of the brand, all materials including six sample books, were designed to be easy to use and highly informative.
A new marketing solution was created—a magalog, bringing together the beautifully photographed products you'd see in a catalog with the engaging and educational editorial found in shelter magazines. The result is an enduring marketing piece that is constantly referenced, dog-eared and poured through for design inspiration.
The web site promotes a simple a three step approach to purchasing window coverings: “Inspire Me”, featuring a category-driven image gallery, “Teach Me”, which educates consumers on basics such as how to measure windows and finding their design style. Finally, “Show Me” presents the entire product line and its benefits in a way that is simple and intuitive.
Role
My role included creative strategy, concept development and art direction of the entire brand rollout. Elements include brand identity, sample books, website, brand video and point of sale displays and brochures.
Skills
- Catalogue
- InDesign
- Photoshop
- Typography
- Infographic
- Brand Identity
- Logo Design