Staples has kicked off a refresh of its brand and marketing message, which is primarily focused on its digital and delivery brand and its approach to engaging with large and small business customers.
The new strategy is driven by the company’s commitment to helping professionals make their workplaces more productive and connected, and to provide products and services designed to help inspire colleagues to do their best. The recognition that work can be more than just a job, but rather a career fueled by purpose, people and fulfillment, is what Staples refers to as “Worklife.”
“Our customers have a passion for making their workplace the best it can be,” said Sandy Douglas, Staples’ CEO. “At Staples, we share that passion. Worklife fulfillment is about helping businesses of all sizes as they create the most dynamic and productive work environments for their teams. Our team’s role in their success is to provide product and service solutions at great prices, and to understand their business needs.”
Staples is introducing a new logo signaling its brand evolution. In support of its new brand message, Staples has developed a series of new independent product brands, partnering with designers and customers to create products designed to inspire the Worklife experience. These five product lines each target a specific business need:
- Tru Red: Business essentials to help teams work, create and innovate better such as pens, notebooks, shredders, organizational accessories, and more.
- NXT Technologies: Technology solutions that keep teams connected and productive.
- Coastwide Professional: Professional-grade facility supplies that are built to spec.
- Union & Scale: Furniture and décor collections that work together.
- Perk: Quality breakroom essentials.
These new brands are now available on Staples.com and StaplesAdvantage.com and will also be sold through Staples’ partner companies. Beginning April 14, Tru Red and NXT Technologies will be available in Staples retail stores, with plans for additional brands to also rollout to retail stores in the coming months.
A new, interactive digital experience to make it easier for customers to build a workplace will also roll out. The retailer is also rolling out The Loop, a product solutions guide. To accompany its new brand, Staples is launching new pages on its social media pages.