You To The Maxx
Brand Launch | Redesign
Take everything you think you know about T.J. Maxx. Now throw that out the window.
This bold rebrand encourages women to put a perfectly-accessorized middle-finger to the sky when it comes to expectations, judgement, shame and guilt. Powered by the line, "You to the Maxx," our new campaign champions the woman who is unapologetically herself—no holds barred, no permission needed.
Agency: MullenLowe
Client: T.J. Maxx
Recognized by: AdAge
SOCIAL
We launched on social with an arsenal of posts and cut-downs that empowered women to be their most badass selves—on IG, Facebook, Twitter and more. And let’s not forget TikTok.
Two fabulously-dressed senior ladies crushing midnight glam-burgers? We’re here for it.
DESIGN
A modern design refresh breathed new life into the brand’s treasured logo, leveraging negative space and a bold color palette to create powerful, ownable X graphics and motifs. Additionally, a full tone overhaul puts Her at the center—her passions, ambitions, her complexities, her style.
