Having created a 'soft launch’ for a new logo last year, Officeworks has ramped up its rebranding campaign.

 

Officeworks’ current TV campaign, based around the soundtrack ‘This could be the something big’, features the refreshed logo, part of a broader rebranding strategy across every channel.

 

Officeworks stores in Victoria at Chadstone, Box Hill and Cranbourne are among the first to have the new logo, with further plans for the roll-out across the 167-store network.

 

Jess Richmond, Officeworks general manager marketing and insights, said: “Over the last few years and particularly throughout the pandemic, customers have told us that Officeworks’ role has evolved in their lives.

 

"We’re no longer just a destination for office supplies and back to school, rather we can help make bigger things happen through enabling Australians to work, learn, create and connect, wherever they are.  

 

"Our brand update is about reflecting our changing role and this campaign aims to bring to life the insight that whether you want to start something, big or small, you can turn to Officeworks for everything you need to make that start happen,”  she said.

 

The latest campaign features two TVCs and is supported by a multi-channel national promotion running across digital and social media, CRM, content, partnerships and in-store.

 

As part of the brand campaign, a PR exercise - the Officeworks Create-a-thon - is inviting creative types to enter an overnight creative challenge at the Chadstone store to compete for a $25,000 cash prize to ‘help fuel their creative pursuits’.