TJ Maxx Invites You to Embrace Unique Style in Expressive Campaign

TJ Maxx, the nation’s leading off-price retailer is debuting its newest campaign in partnership with creative agency McCann New York called 'Maxx What Makes You, You.'

TJ Maxx, known for delivering great value on ever-changing selections of high quality, fashionable, brand name and designer merchandise, marks an evolution in its branding journey, with a focus on how the company helps enable self-expression. At the heart of the campaign is a profound understanding of the modern women’s desire to express her individuality. The campaign embraces women’s multi-dimensionality and celebrates how TJ Maxx serves as the ultimate platform for them to explore and express their unique styles, tastes and identities.

“We love the idea that every woman’s closet is a place of infinite possibilities,” said Danny Rodriguez, EVP, global executive creative director. “And with TJ Maxx’s styles and value, women can convert their closets into a place where they can dream, play, and fully express themselves.” 

Part of the launch of this campaign is the debut of a bold new design system for the brand, developed by McCann Design, inclusive of its very own typeface and inspired by the TJ Maxx logo. In order to give the brand its ownable look, McCann and TJ Maxx partnered with MCKL’s founder Jeremy Mickel for the typography with a goal to build on the uniqueness that’s always been a part of the brand’s DNA and with a design approach that was simple as it was bold.

“The inspiration for the Maxx typeface was always there - rooted in the iconic TJ Maxx logo,” said Matt van Leeuwen EVP, head of design, McCann New York. “Designed in collaboration with Jeremy Mickel of MCKL Type, the typeface is now the hero of our campaign work and will continue to visually amplify the awesomeness of future work with TJ Maxx.”

“The TJ Maxx brand is a tremendously powerful enabler of fashion and style possibilities for all,” Larry Platt, EVP, global executive creative director, McCann New York. “Finding new ways to convey that power, across platforms and touchpoints, gives us a huge creative opportunity.”

'Maxx What Makes You, You' marks the first campaign by McCann New York which won the assignment in 2023 and is now agency of record. Directed by Floria Sigismond, the work features music from Lady Bri 'Do What I Do' along with a new design system and look for the brand. The work will be running across broadcast during top-rated shows’ ad breaks, in high-impact digital and OLV placements, as well as across social media platforms with paid and creator assets.