OfficeMax approached us with the intention of establishing a more effective way of growing their business within the SMB market. That meant going back to basics and re-evaluating their target audience and buyer personas. During the initial persona review, we discovered that they had been mainly targeting male business owners with their marketing. While it seemed like a fair strategy, we felt that is wasn’t quite reflective of the day to day reality of how stationery purchase decisions are made in a small office. We introduced the idea of targeting female Office Managers and Admin Assistants.
This change in paradigm sparked an entire brand refresh, that included reworking their communication and content with a brand-new tone of voice, introducing new media channels such as social media and women’s magazines and creating a bespoke free script typeface exclusive to OfficeMax. We also refreshed their "brand look" with new colours and more fun, energetic imagery. The results have been very positive. OfficeMax have enjoyed their strongest sales growth in a decade.
