Staples Gets a New Look and Feel through Brand Revamp
Staples announced its plans to completely transform its digital and delivery brand strategy as it relates to engagement with business customers both large and small. The new approach will be driven by a goal to help professionals “make their workplaces more productive and connected, and to provide products and services designed to help inspire colleagues to do their best, most creative work.” The Dealerscope Top 101 company believes that our jobs hold more value than simply being a way to pay the bills.
“Our customers have a passion for making their workplace the best it can be,” said Sandy Douglas, Staples’ Chief Executive Officer. “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.”
One of the first changes to come will be a new logo signaling the brand evolution from its beginnings in 1986. Instead of a staple formed out of the letter “L,” the staple will now be at the beginning of the company name along with a new font.
They have also developed several new independent brands to help spark creativity and energy throughout the workday. The five new lines include TRU RED (pens notebooks, shredders, organizational accessories, and more), NXT Technologies (surge protectors, wireless chargers, and other tech solutions) Coastwide Professional (professional-grade facility supplies), Union & Scale (furniture and décor), and Perk (breakroom essentials).
Lastly, Staples has created an interactive digital experience to help connect customers to products and solutions that fit their unique workplace. There will also be a product solutions guide specifically for business professionals called The Loop. The platform will provide innovative ways to deploy and maximize a large selection of office products and tools.
“Today’s workplace is evolving and so is Staples,” said Marshall Warkentin, Chief Marketing Officer, Staples. “Employees are increasingly looking for a more dynamic environment that is flexible and that recognizes their creativity and constantly changing needs. Our new logo is symbolic of the commitment we are making to our customers: they are innovative, forward-thinking problem-solvers, and it’s important for them to know that we are, too. Our solutions for Worklife extend well beyond business essentials. We have expertise in furniture, technology, pack and ship and facilities. And we are partners to our customers every step of the way.”