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OfficeMax
Brand Book
That's what she said.
In the retail landscape, office supply stores all seem alike; the similar brands blur together without strong, distinctive personalities. Selling mostly commodity merchandise in unremarkable environments, the category is aching for brand leadership. We were tasked with transforming the OfficeMax brand so women would enjoy the overall shopping experience at an OfficeMax, giving it a leg up among competitors.
- Brand Book // OfficeMax
We created this brand book to detail our findings on the ideal female shopper targeted by OfficeMax. "Eve", as we christened her, is more than a demographic--she's an inspired, complicated, passionate set of characteristics that describe today's women. This book (and its lessons) were distributed to each employee throughout the OfficeMax organization, from CEOs to salespeople, as the first step in steering the brand in a new, strategically female-focused direction. Created in partnership with gravitytank.
