The TJX Companies, Inc.

Senior Art Director & Designer, Boston, 2014-2017

The TJX Companies is a leading global retailer comprised of T.J.Maxx, Marshalls & HomeGoods. I was a part of the TJX Rewards team which was the loyalty program that encompassed all three of the brands.

As the Senior Art Director & Designer, I reported directly to the Creative Director and Marketing Vice President and I worked alongside them to establish a visual identity and develop a brand voice for all marketing communications.

Working in-house for a large corporation, my creative team and I were constantly presenting high level concepts to company stakeholders, then the next day perfecting email templates and establishing typography guidelines.

I also had the opportunity to work with the Consumer Insights team to analyze research to help with the launch of the loyalty program. I teamed up with our Production Assistants for a design overhaul of all in-store signage & marketing collateral, and conceived an email strategy while working alongside Brand Managers.

The Challenge:

Uniting three distinct brands —T.J.Maxx, Marshalls, and HomeGoods—under one loyalty program.

The Result:

It’s simple. Shopping our stores makes you feel good. You go in with an open mind and you always come out a winner, whether you find a luxurious leather handbag — or a bag of chili chickpeas. That thrill of the find is how we connect our family of unique stores to our one loyalty program. Pictured above: a happy customer.

This bold & colorful palette not only captures the excitement of our shopping experience but the enthusiasm of our shoppers.

We wanted the brand to be approachable and used the copy and visuals as a chance to celebrate our customers' colorful personalities.

One of my favorite initiatives was our seasonal phone backgrounds that we sent via email. It was a perfect opportunity to indirectly connect with our customers, pictured above is one of the spring options we offered.