You to the Maxx
The philosophy has always been about empowering women to make the most of their life with our help, but the message needed a shakeup. In 2022 T.J.Maxx set to rebrand itself with more inclusive casting, stronger photography & an edgier voice. Through a creative partnership with our AOR MullenLowe, I led our copy direction toward a fresh new tone & voice that set us up to be the ultimate wingwoman for our practical-badass customer. Below are some proof of concepts from our collaboration & final digital creative pieces from me.
Fall Proof of Concept
Let’s face it, time’s are tough with the cost of living rising exponentially. And while Fall is fashion season, we know you’re going to have to make some tough decisions regarding wants & needs. That’s why we’re here to tell you, as your ultimate wing woman, that you don’t have to compromise when you come shopping with T.J.Maxx. Because we’re all about inflating egos, not prices.
Runway X T.J.Maxx
When our creative team was tasked with rebranding our premiere designer program “The Runway” we knew we had to deliver all the luxe and nothing less. Our art directors enriched the program’s purple color palette by exploring deeper tones while refining our signature “X” logo to help silhouette the quality high-end fashion. And as our tone of voice was shaping out for the overall brand as the “ultimate wing woman,” we knew we had to turn up the confidence & badassery that much more for The Runway. See, while we know our typical T.J.Maxx shopper is a practical badass, our loyal Runway shopper really knows high fashion & knows what she can really get it for. Enter the savvy icon.
