The Container Store
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SeekHow do we overcome a brand image that feels a bit unapproachable and perfectionistic?
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RevealMake the positive emotional effects of getting organized accessible to everyone.
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BelieveWelcome to The Organization, a campaign that openly invites all–especially the uninitiated–to discover the power of organization.
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Logo Design
To make the brand feel a bit more inviting, we updated our logo and
created a new icon to accompany it. The set of satisfyingly-stacked containers, each subtly smiling back at you, is a taste of organization’s emotional effects.
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#SHOWUSYOURDRAWERS
To change our perfectionist persona we took to TikTok with a
challenge that acknowledged the first step to joining The Organization
was admitting we all have organizing to do.
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WELCOME TO THE ORGANIZATION
The final step to fighting the perception problem was creating
simple applications that served as invitations. Because when it comes
to joining The Organization, everyone qualifies.
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