Scope: McCann has served as TJ Maxx’s Agency of Record since August 2023. As part of the pitch and new relationship, McCann sold in a new typeface and visual system to evolve TJ Maxx’s visual identity.

Background: TJ Maxx wasn’t initially in the market for its own font, though their prior typeface was already shared by retail competitors from Target to Gap.

In an effort to make the brand more iconic, McCann proactively sold in a new typeface. We then partnered with MCKL founder Jeremy Mickel, to turn the five letters in Maxx’s logo into 26, now called the Maxx font.

The new font launched in conjunction with our new value TV campaign.

Design Team: Matt van Leeuwen, Sonsoles Alvarez
Account Team: Liz Der, Christina Palestina, Sarah Watson