FY24 TJ Maxx Summer Multichannel Project
Role: Senior Designer
In this year's seasonal packaging design, I created the summer look and feel for all retail stores nationwide. By using the design elements of the season and doing some research, I was able to create a window cling that was different from what we usually do. I wanted to capture the emotion of summer and create a design that customers could relate to. I also wanted to make sure it stood out and was noticeable to customers.
In order to create a consistent campaign-like strategy, I designed a lockup out of the seasonal statement. In my opinion, this strengthened the branding and introduced our updated font in a bold manner. We used the lockup across all our channels, from digital to physical, to maximize visibility and consistency. This enabled us to create a unified message that resonated with our audience.
Through my research on store signage at TJMaxx, I was able to innovate while keeping particular restraints in mind. As far as hanging signs go, every store is different. Most often, associates hang them up, so there may be comprehension issues. It is sometimes the case that signs are not hung in the correct order. Also, different ceiling heights and shipping boxes impose size constraints. Taking all of this into consideration I decided to re-design the welcome cluster to maximize the photography and main message of the season.
