Creating the identity for Homebase’s in-house Home Delivery Service.

I worked with Homebase alongside the proposition and branding teams to design the identity for the launch of their improved delivery service.


The brief was to develop a visual introduction to the service that was both eye-catching in-store, and maintained Homebase’s strong sense of visual identity. The chosen solution combined the brand typeface with a graphical device suggestive of rapid, direct motion. It was rolled-out nationwide accross a range of PoS and signage materials shortly after completion.



Whilst this project was a particular highlight as it was a new initiative and something that was highly visible in-store at launch, I was also engaged by Homebase’s internal design team to work on a number of other Point-of-Sale materials and promotional publications.

“I saw the creative when I popped into the office – it looks great! I’m really pleased they settled on that creative!”


Fundamentally the Express Delivery identity needed to be strong enough to register as a compelling new service at a time where next-day delivery was still seen as an expensive luxury, whilst complementing the well established Homebase brand and style guides.

It was a pleasure to work with the internal design team at Homebase to acheive these objectives.

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