{"id":1964,"date":"2024-01-19T20:24:09","date_gmt":"2024-01-19T20:24:09","guid":{"rendered":"https:\/\/donovanbrien.com\/db\/?p=1964"},"modified":"2024-05-02T06:14:12","modified_gmt":"2024-05-02T06:14:12","slug":"tj-maxx","status":"publish","type":"post","link":"https:\/\/donovanbrien.com\/db\/tj-maxx\/","title":{"rendered":"TJ Maxx"},"content":{"rendered":"\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>While freelancing for <a href=\"https:\/\/mccann.design\/\">McCann NYC<\/a>, 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.<\/p>\n\n\n\n<p>Working with Jeremy Mickel, the founder of <a href=\"https:\/\/mckltype.com\/\">MCKL<\/a>, 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. <\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay loop muted preload=\"auto\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface21_gif.mp4\"><\/video><\/figure>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay loop muted preload=\"auto\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/XZDT2394000H_FY25_TJMAXX_Bday-Girl_06_16x9_ENG.mp4\"><\/video><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"3000\" height=\"1688\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface02-3000x1688.jpg\" alt=\"\" class=\"wp-image-1965\" srcset=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface02-3000x1688.jpg 3000w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface02-300x169.jpg 300w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface02-768x432.jpg 768w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface02-1536x864.jpg 1536w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface02-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 3000px) 100vw, 3000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"3000\" height=\"1688\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface05-3000x1688.jpg\" alt=\"\" class=\"wp-image-1967\" srcset=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface05-3000x1688.jpg 3000w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface05-300x169.jpg 300w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface05-768x432.jpg 768w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface05-1536x864.jpg 1536w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface05-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 3000px) 100vw, 3000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"3000\" height=\"1688\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface04-3000x1688.jpg\" alt=\"\" class=\"wp-image-1968\" srcset=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface04-3000x1688.jpg 3000w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface04-300x169.jpg 300w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface04-768x432.jpg 768w\" sizes=\"auto, (max-width: 3000px) 100vw, 3000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"3000\" height=\"1688\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface12-3000x1688.jpg\" alt=\"\" class=\"wp-image-1969\" srcset=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface12-3000x1688.jpg 3000w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface12-300x169.jpg 300w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface12-768x432.jpg 768w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface12-1536x864.jpg 1536w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface12-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 3000px) 100vw, 3000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"3000\" height=\"1688\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface13-3000x1688.jpg\" alt=\"\" class=\"wp-image-1970\" srcset=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface13-3000x1688.jpg 3000w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface13-300x169.jpg 300w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface13-768x432.jpg 768w\" sizes=\"auto, (max-width: 3000px) 100vw, 3000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"3000\" height=\"1688\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface20-3000x1688.jpg\" alt=\"\" class=\"wp-image-1973\" srcset=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface20-3000x1688.jpg 3000w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface20-300x169.jpg 300w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface20-768x432.jpg 768w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface20-1536x864.jpg 1536w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface20-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 3000px) 100vw, 3000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"3000\" height=\"1688\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface19-3000x1688.jpg\" alt=\"\" class=\"wp-image-1972\" srcset=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface19-3000x1688.jpg 3000w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface19-300x169.jpg 300w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface19-768x432.jpg 768w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface19-1536x864.jpg 1536w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface19-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 3000px) 100vw, 3000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"3000\" height=\"1688\" src=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface15-3000x1688.jpg\" alt=\"\" class=\"wp-image-1971\" srcset=\"https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface15-3000x1688.jpg 3000w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface15-300x169.jpg 300w, https:\/\/donovanbrien.com\/db\/wp-content\/uploads\/2024\/04\/maxxtypeface15-768x432.jpg 768w\" sizes=\"auto, (max-width: 3000px) 100vw, 3000px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1964","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-work","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/posts\/1964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/comments?post=1964"}],"version-history":[{"count":9,"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/posts\/1964\/revisions"}],"predecessor-version":[{"id":2057,"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/posts\/1964\/revisions\/2057"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/media\/1983"}],"wp:attachment":[{"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/media?parent=1964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/categories?post=1964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/donovanbrien.com\/db\/wp-json\/wp\/v2\/tags?post=1964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}