On the U.S. home market, the international pay-off ‘Make More Happen’ means that Staples helps people be more successful. For European customers, this wouldn’t work. First, we had to engage them. So we turned the meaning of ‘Make More Happen’ into ‘Staples takes away the hassle and gives you more freedom to do what you are good at’. Accordingly, we created an imaginative and witty communication style. Whenever possible, we communicate from the customer’s perspective: ‘what’s more for me.’

Staples’ internal creative agency will further develop the visual identity and communication style. To support the European rollout, we supplied them with a visual communications stylebook with basic design elements (tools), examples of applications and guidelines. The style will be implemented on all of Staples Europe’s communication materials: online, print and point of purchase.

Staples: ‘You cracked it guys. We now no longer talk AT customers, we engage them in a conversation.’