Redefining Maxximizing

Client: T.J.Maxx
Executive Creative Director: Brad Mancuso
Group Creative Director: Susan LaScala
Associate Creative Directors: Sungkwon Ha, Jamie Rome
Art Director: Megan Curry
Copy Writer: Anne Lacy

Rebranding T.J.Maxx:

T.J.Maxx sells brand goods at an affordable price. But they can never talk about that since brands don’t want to associate with T.J.Maxx. So what did they do? They had been talking about affordability, just like any value retail stores. The audience saw different women dancing with their purchase.For about two years, we worked very hard with the client to develop a brand that sets them apart by communicating their brand values with visuals.