TJX Hiring Campaign
A unified hiring campaign for a family of distinct brands
Project Summary
A hiring campaign for the TJX family of brands, including TJ Maxx, Marshalls, HomeGoods, HomeSense, Sierra Trading Post, and TJX’s distribution centers. The campaign launched nationwide, bringing a cohesive look to every U.S. location while maintaining each brand’s distinct identity.
My Role
Creative Director / Senior Graphic Designer
The Challenge
Each brand needed to feel represented within a cohesive TJX campaign. A uniform design risked losing the qualities that made each brand recognizable, while separate designs could weaken the connection across the organization.
The direction required approval from each brand’s head of marketing. The system needed to accommodate individual brand priorities while providing a consistent foundation for the campaign.
The Creative Approach
TJX’s corporate lattice motif served as the visual connection across the campaign. This established a shared structure, with flexibility for each brand to introduce its own colors, photography, patterns, and typography.
The approach balanced consistency with individuality: the lattice connected the materials to TJX, while the surrounding brand elements made each version feel familiar to its intended audience.
Navigating Stakeholder Feedback
Some stakeholders suggested removing photography from the posters, concerned that the images would become stale and employees would tire of seeing the same faces over time.
I strongly recommended retaining photography to help connect with prospective applicants. Smiling faces could communicate a welcoming workplace, while imagery representing a diverse workforce could help candidates envision themselves as part of the team.
Deliverables
The campaign launched across every TJX retail and distribution center location in the United States. The design system supported a wide range of digital and printed materials, giving each brand a consistent, recognizable presence across hiring touchpoints. Materials included window posters, flyers, social media templates, stanchion signage, A-frame signage, talent cards, postcards, banner stands, feather flags, and outdoor banners.