TJ Maxx

Dynamic Branding Design

Overview

An adventurous experience to attract shoppers into TJ Maxx.

Duration

3 months

Role

Brand Designer

Team

Rosa Borrell
Monse Ramirez
Emily Yu

Tools

Figma
Photoshop
Illustrator

Objective

How to attract customers to shop at TJ Maxx.

Problem

Shopping for clothes can be tedious and fatiguing. High end brands can be intimidating for people unfamiliar with them.

Solution

Rebrand TJ Maxx to create a more welcoming and fun environment.

Research

TJ Maxx is an off-price retailer offering brand-name merchandise at discounted prices with 44 years of experience.

Demographic

Women 25-54 years old
Middle to Upper-middle income households

Fashion
Value-Conscious
Shop a range of different retailers

Brand Identity

TJ Maxx believes that the world would be a better place if customers enjoyed a “treasure hunting” experience allowing them to keep with the latest trends for a fraction of the cost.

Brand Personality

Conscious
Economical
Fearless
Fun
Fabulous

Brand Archetypes

75% Magician
25% Explorer

Brand Mantra

Fabulously Conscious

For the budget conscious, fashion savvy consumer who knows the thrill is in finding that hidden gem in the racks. TJ Maxx has great brands for great prices where with a little bit of effort you can always find what you’re looking for, even if you didn’t know you were looking for it. Best of all you can brag to your friends about the treasures you found.

Visual Identity

Our brand identity includes imagery of a hanger to show the treasure hunting experience that consumers will encounter while looking through racks of clothing.