While freelancing for McCann NYC, I teamed up with Matt van Leeuwen and Sonsoles Alvarez Otero to build a new look for TJ Maxx. Inspired by the store experience of finding gems, exploring, and being creative, we had the idea to abandon the oft-used helvetica, and use something quirkier and more fun: the letterforms from the TJ Maxx logo.
Working with Jeremy Mickel, the founder of MCKL, the team developed Maxx. Filled with fun details and intentional inconsistencies, the type lends itself to the message of the campaign: Maxx What Makes You, You.
