When is a pen more than a pen? Can a shredder be beautiful?
These are the questions I posed when developing TruRed. It formed the approach within my in-house agency to reinvent brand communication for commoditized business products like pens and paper. I was tasked to define and differentiate 5 new brands that were part of the Staples brand transformation. TruRed was the most comprehensive brand launch in the portfolio that increased brand awareness and elevated quality perception.
Role: Executive Creative Director
Brand Development, Advertising, Digital, Social, Videos, Content Creation