At Home | Wayfinding
At Home is a home décor superstore offering a wide range of furniture, textiles, décor, and seasonal products. The challenge for this project was to enhance the shopping experience by introducing fresh design cues that improved wayfinding, shelf-level navigation and education, and overall customer engagement.
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At Home
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Senior Environments Designer
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Research, Concept, Development, 3D Modeling, Rendering, Strategy, Materials
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Sketchup, Enscape, Adobe Suite
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2025
Process & Approach
Initial Design Proposals: RFP
This project began as an RFP that helped Miller Zell land the At Home account. I served as the lead designer for both the cushion and clearance sections.
My Role
Ideation /Concept Design / Strategy / 3D Modeling / Material Studies
Phase 1: Wayfinding Strategy
During this phase, there was a lot of back-and-forth both internally and with the client around department naming, categories, and the use of secondary and tertiary signage. The goal was to declutter the store and give customers clarity; whether they were browsing casually or shopping with a plan. I worked closely with another environments designer, and together we developed a plan, breaking out the store department by department and addressing signage down to the smallest level. We even created a separate deck for clearance, establishing its own set of signage standards.
My Role
Strategy / Presentation Visuals
Collaborators
Allen Plaugh
Phase 2: Concept Design
The concept design for At Home was exciting. Armed with a brand book and not much else, we had a lot of creative runway. Since the target demographic is primarily female and the store focuses on home décor, I aimed for a feminine design that remained understated; letting the colorful, patterned products take center stage. I also wanted to create seasonal destinations, so I explored concepts with cutouts to reflect different times of year.
My Role
Ideation /Concept Design / 3D Modeling / Material Studies
Phase 3: Design Development
In the final stretch of the project, I ordered material samples for the powder coat and wood grain and worked closely with our production team to refine the scale and color of the linen texture. Since the powder coat hardware would be visible, it was crucial that the color match was subtle and unobtrusive. The rest of the signage was then coordinated to align with the final Halo.
My Role
3D Modeling / Documentation / Materials