The Return of the Easy Button

For the Easy Button’s 20th anniversary, Staples brought back one of its most recognizable brand icons. The challenge was to make the little red button feel relevant again, not just nostalgic. We used the familiar “That was easy” promise to show how Staples had evolved into a partner for work and everyday life.

I helped shape the creative direction and concepted ways to bring the Easy Button beyond advertising and into the customer and associate experience. I directed creative development and execution across associate uniforms, shopping bags, print, marketing materials, and other customer touchpoints.

When it re-launched, we gave America back a familiar piece of pop culture history with a fresh purpose, connecting the icon people knew and loved with everything Staples could do for them today.

Role: Creative Director

moving the brand forward