Brand Activation
TJ Maxx
2017
TJ Maxx strives to help every woman let her individuality shine. With the brand strategy “Help ignite what makes you, you,” Edelman teamed up with TJ Maxx to invite women to co-create the future of The Maxx You Project to identify obstacles, drive changes, create solutions, and to share their unique stories along the way. As a first stop, we took the expedition on the road with a pop-up Maxx You Project Lab, a 3-step interactive experience that invited women to respond to questions about their individuality, passions, and the barriers.
Role: Design
