Staples Canada
Helping Transform a Legacy Retailer into ‘The Working and Learning Company’
In-store / Social / Digital / TV / Radio
Challenge: Staples Canada was perceived as a traditional office supply store. With declining relevance and growing competition, Jackman Reinvents was brought in to reimagine the brand as “The Working and Learning Company.” StrategyOnline
Approach: As Associate Creative Director at Jackman, I helped shape the early brand platform – collaborating with strategy to explore how Staples could emotionally and visually redefine its role for Canadian professionals, entrepreneurs, and learners.
Solution: “This is how I…” became our storytelling platform – rooted in the real stories of Canadians and the belief that big ideas need both hustle and help. We spotlighted customer-driven narratives that positioned Staples as a true partner in progress. The campaign marked the public launch of the new positioning, supported by updates to the in-store experience, digital channels, and visual identity.
Results:
38% brand lift
30%+ sales increase in the first reimagined store
1M+ YouTube views
Increased distinction in a low-differentiation category
Co-developed the foundational creative platform that helped reposition Staples Canada from a traditional office supply store to a trusted partner in working and learning.
Concept sketches
Original concept development for ‘This is how I…’ brand platform. Ideated and presented as part of the early repositioning strategy.
Platform idea
Final spots launched post-departure. Shown here to illustrate how the foundational concept was later executed.
:30s spot - ‘This is how I rolled out my new brand’
:30s spot - ‘This is how I turned my startup into my endgame’
See more projects
