After TJ Maxx launched their “Maxx Life” campaign, which features real, bold women with inspiring stories, we were asked to create a visual identity that reinforces the campaign. Our assignment was to create a system that reimagines the existing brand assets (the logo, Helvetica Neue Heavy, and primary colors of red, black, and white) while also incorporating a simple design device, a unique photography style, and a purposeful secondary typeface. The goal was to give the brand a bold, ownable look that works across all touchpoints.