Staples Launches Worklife Magazine Reflecting Brand Transformation
Earlier this year, Staples introduced a new brand strategy centered on making workplaces more productive and connected. They coined the title “Worklife Fulfillment Company,” redesigned their logo, and now they’ve launched a quarterly magazine titled Staples Worklife. The magazine, which acts as an extension of Staples’ brand transformation, was designed to help professionals view their work as fulfilling and meaningful while highlighting products that may help them reach their goals.
“Put simply, our business customers are looking for ways to improve their worklives. They told us they want solutions to be more productive and connected at work,” said Marshall Warkentin, Chief Marketing Officer, Staples. “At Staples, we’re uniquely positioned to bring together solutions to millions of working professionals and to bring a sense of community to work. We’re here to better worklives, whether in an office or anywhere else — that’s why we’re introducing Staples Worklife.”
— Staples (@Staples) July 15, 2019
The inaugural issue landed on my desk yesterday and I must admit, I was impressed. Aside from the visually impressive infographics and colors, the content was informative and easy to digest. There was an interview with author Daniel Pink about motivation mistakes and articles for coping with various dilemmas at work including, “Under Pressure,” tactics for calming your company culture and “Making Peace,” a guide to managing workplace conflict. There was also a fun flowchart-style quiz to help employees determine if they should or shouldn’t attend a meeting. Staples also made sure to promote their new brands (TRU RED, Coastwide Professional, Union & Scale) within the 64 pages.
Staples Worklife will be available both digitally and in print with an initial circulation of 250,000 copies, and an accompanying podcast and e-newsletter arriving later this summer. Following the launch of the Fall 2019 issue, Staples will host networking events and create a digital community, with the first event to kick off in Boston. In conjunction with Fast Company's branding content studio, the first Staples Worklife industry event will include panels on worklife topics like productivity, connectivity, and inspiration followed by product brand experiences and networking sessions between Staples customers, business professionals, and other influencers.