Staples Canada
Helping Transform a Legacy Retailer into ‘The Working and Learning Company’
In-store / Social / Digital / TV / Radio
Challenge: Staples Canada was widely perceived as a traditional office supply chain. With brand relevance in decline and increased competition, the company partnered with Jackman Reinvents to define a new value proposition: to become “The Working and Learning Company.” StrategyOnline
Approach: As Associate Creative Director at Jackman, I contributed to the early ideation and creative development of a new brand platform that would help signal this transformation. Collaborating closely with our strategy team, we explored how Staples could express this shift not just visually, but emotionally – redefining its role in the lives of Canadian entrepreneurs, professionals, and learners.
Solution: “This is how I…” was a storytelling platform built around real Canadians and the belief that big ideas need both hustle and help. We developed a series of authentic, customer-driven stories that showed how Staples supports people in bringing their ideas to life — reframing the brand as a partner in progress, not just a place to buy supplies.
The campaign marked the public launch of Staples’ new brand positioning as The Working and Learning Company, helping signal a wider business transformation that included updates to in-store experience, brand identity, and digital channels.
Results:
38% brand lift
30%+ sales increase in the first reimagined store
1M+ YouTube views of “This is how I…” campaign spots
Strengthened brand distinction in a crowded, 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’
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