The Home Depot:

Slam Dunk Public Affairs

The Home Depot

Data-driven design provides slam-dunk government affairs experience

The Store Managers Meeting is a high-profile, annual event for The Home Depot (THD), bringing managers from over 2,000 store locations together for a maximum-impact experience. NJI partnered with The Home Depot Government Relations team to create a playful and impactful booth to amplify the public affairs efforts of THD and engage store managers in current and upcoming policy issues.


THD engaged NJI to turn an abstract concept into a physical, interactive experience that would engage and educate attendees. Our strategists combined our expertise in messaging and public affairs to approach the Store Managers Meeting from varying perspectives, ensuring that each piece was multi-functional and flexible to accommodate the current and future needs of THD.


Our Approach

Translate complex information into an engaging, large-scale medium.

Showcase transformative messaging

Offer comprehensive experiential discovery

Awaken audience and spur action

In conjunction with messaging and digital design, NJI focused on in-person activations to build interest in grassroot advocacy efforts at the store level. NJI created an “It’s Gametime” brand that integrated THD colors, styles, and fonts to break down complex public affairs messaging into digestible, interactive pieces.


Our team began by conceptualizing custom signage to drive policy messaging, while also incorporating themed elements: a basketball court decked out in iconic THD orange. NJI contextualized the goals, priorities, and values of THD’s Government Relations team, including details customized to reflect THD’s legislative game plan, through this recognizable, fan-favorite installation.

Working with multiple vendors, print shops, and fabrication warehouses nationwide, NJI coordinated clothing, flooring, signage, display towers, balloon arches, backdrops, and other event collateral. Timely communication with internal teams and event vendors was crucial for multiple assets to fall into place the day of the Las Vegas showcase.



When the meeting doors opened, the Government Relations team were an immediate magnet for attendees, enabling hundreds of conversations and connections with store managers and PAC captains from across the country. The design and video elements developed resulted in a robust ecosystem of resources for THD to leverage at future events.. NJI successfully completed this activation in the face of wide-ranging supply chain disruptions that required bold action to ensure the THD team had what it needed to take their winning shot.


At a glance:

Pieces of design
Custom-built exhibit components
Onsite setups

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