Lowe’s is turning red. As it strives to give customers a reason to shop its brand amid an overall slowing in retail, the home improvement retailer is highlighting its red-vested employees as the experts shoppers need. The new brand platform, “Lowe’s Knows,” and color red will permeate all of the chain’s marketing moving forward, including digital assets and signage.

“We did some research and found that the red-vest associate is the heartbeat of our brand,” said Jennifer Wilson, senior VP, enterprise brand and marketing. “The idea of ‘Lowe’s Knows’ was to be this empathetic, helpful partner to our customers.”

Lowe’s top rival Home Depot is known for its orange-hued marketing.

Though Lowe’s has featured actual employees in its marketing before, Wilson said this time the Mooresville, North Carolina-based chain is using staffers, and their red color association, more broadly. Display ads online will feature red “Shop Now” buttons, for example. “We’re pulling that red vest thread all the way through,” Wilson added. Lowe’s has also used the color blue in its branding—a group of store associates who provide certain services wear blue vests. However, Wilson said the majority of staffers within Lowe’s 2,200 stores wear red.

The campaign, which was created with Deutsch LA, includes broadcast TV, streaming, digital video and paid social. Starcom handled media duties.

Lowe’s new marketing represents a departure in strategy, as the chain shifts away from independent seasonal campaigns in favor of marketing that maintains the underlying “Lowe’s Knows” theme. Previously, Lowe’s deployed six to 12 individual campaigns throughout the year but will now feature “Lowe’s Knows” throughout its marketing.

“What we’re trying to do is create a strategic thread that’s more horizonal that helps us because it’s more distinctive brand awareness,” said Wilson, noting that the budget for the new work is commensurate with previous campaigns.

The shift comes following a structural change late last year at Lowe’s in which former Chief Marketing Officer Marisa Thalberg exited the company and marketing moved under merchandising. The CMO role was eliminated. After pandemic-fueled sales gains, Lowe’s is now facing a less enthusiastic shopper and trying economic backdrop filled with inflation and cost pressures. The company recently reported revenue that missed analyst expectations; fourth-quarter net income, at $957 million, was less than the $1.2 billion from a year earlier.

Wilson said the new platform should assist the brand with communicating its value for customers who may be more cost-conscious.

“This campaign insulates us in a big way—it speaks to both everyday value, as well as value beyond price,” she said.

The new push includes a 30-second ad. A voiceover explains Lowe’s proposition: “Lowe’s knows it’s not just what we’ve got, it’s who we’ve got. That’s why we’ve got nearly 300,000 associates that got your back. Sure, Lowe’s knows the tools, materials and tech to tackle it all, but Lowe’s knows you also need the how-to crew and the partners pros count on.”

The spot, which will run throughout the year, will run in Spanish as well. In addition, Lowe’s will air two commercials focused on DIY customers and two spots focused on professional customers in the first quarter of the year.