TK Maxx was in need of a more engaging way to tell their story. Our teams repositioned the brand, creating a new graphic parts kit to enable the business to continue to grow. As their retained in-store communications agency, we’re with them every step of the way.
We aimed to bring to life TK Maxx’s unique buying model and customers’ memorable moments of uncovering gems – all delivered through more understated comms. As part of our work, we developed a new messaging hierarchy along with a new colour rationale that dialled back the brand’s iconic red – allowing navigational, service and proposition-based messages to come to the fore, helping educate customers on the reasons to shop at TK Maxx.
A new, custom typeface was commissioned, inspired by the expressive elegance of handwriting. Drawn by our design director and known as ‘Robin Hand’, its bespoke OpenType architecture uses numerous, subtly different versions of each character to create a genuinely handwritten appearance. In use across TK Maxx’s European estate, it’s also been developed into multiple media executions including 3D and neon.