abc Carpet and home

abc was looking to reimagine their social and environmental impact work—from how they articulated their impact work to their “icon” system, which denotes their social and environmental impact on a product level. After conducting a market analysis, I worked interdepartmentally to understand how buyers used the icons, how products were evaluated and classified, and the strengths and weaknesses of the system. I then create a hierarchy system and updated nomenclature. This included creating a system of “super icons” that categorized their impact work, as well as renaming and reorganizing sub icons, and creating a holistic impact page with clearly defined positioning. The final result was an updated values page, with the updated icon system integrated throughout their online and brick-and-mortar shopping experience.