It’s Doing Season
Translating a rebrand into the language of fans.
Services: Campaign Strategy and Development, Copywriting, Creative Direction
In 2020, The Home Depot rolled out their first new tag and copy guidelines in over a decade: “How Doers Get More Done”. They wanted consumers to know they were more than just everyday low prices - that they have more technology, tools, and services than any other DIY retailer to help you get more done.
My role was to translate this idea to sports audiences across North America - from The Mexican National Soccer Team to regional college football sponsorships. I wanted to write a playbook for The Home Depot to use across all sports properties, rather than creating disparate campaigns for each sponsorship.
I honed in on the theme of seasonality, something that spans both DIY and sport. There is a natural time for football, just as there is a natural time for planting, cleaning, painting, etc. By using seasonality, we could tap into the emotions that make sports and DIY so special: The preparation that takes place before a project or season, the urgency during a project or season to get the job done in limited time, and the sense of accomplishment that comes after a project or season is complete. Ultimately, this idea came to life as “It’s Doing Season”, a line that can be customized to fit any sport or project (It’s Painting Season, It’s Football Season, It’s Strikeout Season, it’s Raking Season, etc).
