The Container Store
SeekHow do we overcome a brand image that feels a bit unapproachable and perfectionistic?
RevealMake the positive emotional effects of getting organized accessible to everyone.
BelieveWelcome to The Organization, a campaign that openly invites all–especially the uninitiated–to discover the power of organization.
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.
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.
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.