How do you infuse a 30 year old brand with a fresh, new, modern spirit? I led the comprehensive brand transformation for B2B and B2C totaling $16 billion in annual sales.
It required the coordination and influence of cross-functional teams while leading agency partners and in-house agency of 50+. The multi-channel launch resulted in an improved brand impression that signaled a new, transformed organization.
Role: Executive Creative Director
Scope: Oversee end-to-end creative across all media; brand identity, advertising, radio, digital media, content development, social media, video
Updated logo mark and brand icon.
Iconographic system that reflects brand icon.
Video showing transformation of the logo.
Video reflecting the new Staples capabilities and vision.
Transformation of the brand across multiple touchpoints.
Redesigned uniforms
Shipping boxes
Redesigned trucks
Newly designed office encorporated new brand logos.
We launched a multimedia campaign across all of our platforms to communicate “A New Day at Staples” by linking the changing landscape of work with our own brand transformation.
As part of the brand transformation, we launched a new campaign that reflects the emotional side of going back to school. The authentic and emotional nature of the spots also signaled a new brand narrative and voice.
I led the creative development in partnership with Jack Morton to create a dramatic 3 day launch event that reflected the exciting new brand voice across all of the event materials; videos, experiences, graphics, and stage presentation.