OFFICE DEPOT

As one of the preeminent office and school supply retailers, the company looked to us to reset its image with youth in a national campaign that spoke to parents, teachers and youth rallied around a social cause that resonated with a new generation and consumer base in order to create uniquely loyal customer segments. We identified anti-bullying and youth empowerment early on as a way to engage with world-class pop cultural talent, developing a youth brand mark and identity system designed specifically for this new segment, as well as innovative cause-marketing platforms for emerging social media platforms. Award-winning branded collaborations with Lady Gaga’s Born This Way Foundation and One Direction followed, as well as a complete re-design of the retailer’s brand loyalty program featuring a segmentation strategy to lead the category and reward its loyal consumers, businesses and teachers.

YOUTH BRANDING

LOYALTY PROGRAM

DIGITAL