Office Depot Design & Branding GET IT DONE SMARTER by Solutionset

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GET IT DONE SMARTER

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Industry Business equipment & services
Media Design & Branding
Market United States
Agency Solutionset
Creative Director Tony Cervantez
Released August 2010

Credits & Description

Category: Consumer Services
Advertiser: OFFICE DEPOT
Product/Service: OFFICE DEPOT BRAND
Agency: SOLUTIONSET
Date of First Appearance: Aug 1 2010
Entrant Company: SOLUTIONSET, Chicago, USA
Vice President Creative: Shar Coulson (SolutionSet)
Copy Director: Sandy Reynders (SolutionSet)
Creative Director: Tony Cervantez (SolutionSet)
Account Manager: Narisa Pakdee (SolutionSet)
Media placement: Logo Lockup - Used Wherever The Office Depot Logo Appears, Size And Space Permitting - 1 August 2010-Present
Media placement: Lenticular Print - Big Book Catalog Cover (These Are Still Frames From The Print) - 1 January 2011-Present
Media placement: Signage - Signage Inside Of Office Depot Store #409 - 15 December 2010/ Storewalk

Describe the brief from the client
Office Depot was looking to differentiate their brand from their competitors. Their challenge to us was to position Office Depot as the smarter choice for small business needs – from supplies to technology to service… a place to find everyday solutions that help small business customers succeed.

Describe the challenges and key objectives
Our team took a closer look at small business customers and Office Depot’s key competitors. We found that when talking with people charged with running a small business, “easy” wasn’t always better. Yes, our small business customers were looking for ways to save time and money. But they were also looking for more innovative ways to help them get things done – smarter. In short, they wanted smarter products and services to meet their everyday challenges at a fair price.

Office Depot needed a signature way to communicate the concept of smart solutions to their small business customer.

Describe how you arrived at the final design
We set about developing an own-able brand icon that could immediately position Office Depot as the smarter solution. We brainstormed hundreds of ideas before landing on the Rubik’s Cube. As the best-selling puzzle of all time, the cube definitely represents problem solving in a quick, recognizable way. And everybody knows, people who master the cube are considered the smartest of the smart!.

Give some indication of how successful the outcome was in the market
Office Depot has embraced the Smarter Cube as their signature brand mnemonic. It has been brought to life across all media including circulars, direct mail, online, shopper marketing and broadcast. “Smarter” messaging was developed to emotionally connect with small business customers, highlighting the key benefits of shopping at Office Depot.