Yet another derivation
Applying a local unitary $U^A$ on the first subsystem of a bipartite maximally entangled state $|\psi^{AB}\rangle$ is equivalent to applying a possibly different unitary $V^B$ on the second subsystem
$$
(U^A\otimes I)|\psi^{AB}\rangle = (I\otimes V^B)|\psi^{AB}\rangle\tag1.
$$
In the specific case of the Bell state $(|00\rangle+|11\rangle)/\sqrt{2}$, one transformation is the transpose of the other
$$
(I\otimes U) \frac{|00\rangle+|11\rangle}{\sqrt2} = (U^T \otimes I) \frac{|00\rangle+|11\rangle}{\sqrt2}\tag2
$$
as is easy to check by direct calculation. This suggests that in order to express $(|00\rangle+|11\rangle)/\sqrt{2}$ in the $|+\rangle$, $|-\rangle$ basis on each qubit, we can write
$$
\begin{align}
\frac{|00\rangle+|11\rangle}{\sqrt2} &= (I \otimes H H^T) \frac{|00\rangle+|11\rangle}{\sqrt2} \\
&= (H \otimes H) \frac{|00\rangle+|11\rangle}{\sqrt2} \\
&= \frac{|{++}\rangle+|{--}\rangle}{\sqrt2}
\end{align}\tag3
$$
where the first equality uses $HH^\dagger = HH^T = I$ and the second uses $(2)$.
Intuitive interpretation
This derivation of the identity has an intuitive interpretation. First, note that it is the hallmark of maximally entangled states that every local unitary on one subsystem corresponds to a local unitary on the other subsystem. It is thus possible for a pair of local basis change transformations, such as the two Hadamards above, to jointly correspond to identity. This happens when the two transformations cancel out as in $(3)$ above. Whenever this is the case, the state can be written down as many equivalent expressions that differ by the local basis change transformations, but look otherwise the same, i.e. have the same number of terms and the same amplitudes.
One intuitive way to think about how it is possible for the action of $U$ on one subsystem in equation $(2)$ to be equivalent to the action of $U^T$ on the other potentially distant subsystem is provided by the ER=EPR conjecture which views the Bell state $(|00\rangle+|11\rangle)/\sqrt{2}$ as a microscopic wormhole.