Client
TJX Europe
Deliverables
Internal comms design system and launch campaign
Sector
Retail
Team
- Colin | Creative Director
- Andrew | Account Director
- Sarah | Senior Account Manager
- Emily | Midweight Designer
TJX Europe (part of TJX Companies Inc.) operates two brands – TK Maxx and Homesense – both offering off-price, unique finds. Festive Peak trading is crucial and it takes thousands of associates across the business to deliver. But there’s never been a central internal campaign that signposts and ties everything together. From key ‘moments’ to priorities, associates need to feel informed and know where to go for relevant information.
What did we find that was extraordinary? Peak is only possible by everyone in every role playing their part and associates need clear signposting to understand what their key priorities are.
How we extracted the extraordinary
There are so many activities happening across the business during Peak trading that it can feel fragmented and disjointed, so there was a need to create a campaign that would speak to all associates – both frontline and office based across 7 European countries – during this extremely busy time. This was an organisational first for them, creating a specific internal campaign, that acknowledges the important role everyone plays during this period.
The core campaign featured a visual identity, ‘Seasonal Spotlight’; a distinct look & feel that compliments the existing TJX brand guidelines; and a suite of designed icons to represent each of the key ‘moments’. This resulted in an internal design system that is flexible and scalable to adapt to the business’ key priorities as they evolve over the course of the next few years.
With the design system in place, we created a series of digital and print launch communication templates ranging from digital screens and SharePoint assets, to animated GIFs and lift posters. Each template allowed for the message to be tailored for each ‘moment’ and to be translated into six other languages.
