The Home Depot Charity Classic, Rebrand

Client

The Home Depot

Project Date

April 2023

Category

art direction · brand ids · event branding · logo design · presentation materials · social media

I led the rebrand of The Home Depot Canada Foundation Charity Classic, an annual golf tournament that brings together The Home Depot Canada, its associates, vendor partners, and suppliers to raise funds in support of preventing and ending youth homelessness. The existing tournament identity needed a visual reset that would generate renewed excitement for the event while creating stronger alignment with the Foundation’s broader brand and initiatives.

Beginning with a new logo and visual system, I developed a cohesive identity designed to support the 2023 tournament and provide a flexible creative foundation for future years. The rebrand extended across brand guidelines and tournament applications, ensuring the event maintained a consistent, recognizable presence across every touchpoint while keeping its charitable mission at the centre of the experience.

ROLE & CONTRIBUTIONS

Logo Design and Concept Development:

Developed multiple identity concepts before refining the selected crest into a distinctive and flexible tournament mark.

Brand Guidelines:

Created a comprehensive style guide defining logo usage, colour, typography, imagery, and supporting graphic treatments.

Visual System Development:

Established a scalable design system for use across tournament communications, signage, apparel, digital materials, and event assets.

CREATIVE APPROACH

I explored several creative directions that balanced the established Home Depot brand with the personality and prestige of a charity golf tournament. The selected crest combines a golf green, flag, sunrise, and landscape elements within a bold badge structure. The design draws from the Foundation’s illustrative visual language while using The Home Depot’s distinctive orange to maintain strong brand recognition. The result feels approachable and energetic while remaining credible enough for a national corporate event.

RESULTS & IMPACT

The rebrand created a stronger connection between the Charity Classic and The Home Depot Canada Foundation’s mission to prevent and end youth homelessness. By aligning the tournament’s identity with the Foundation’s wider visual language, the new system helped communicate a more cohesive and purpose-driven experience across signage, apparel, digital materials, and event communications. This strengthened the tournament’s role as a key fundraising platform, bringing vendor partners, associates, and supporters together around the Foundation’s commitment to invest $125 million by 2030 in housing, community support, and employment readiness for youth across Canada.