In Canada office supplies had become commoditized and customers increasingly turned to digital retailers that offered a wider assortment at lower prices. “Work” had changed; more people were freelancing and supplementing full-time jobs with gigs that fed their hobbies and passions.

Staples had to make a massive shift and wanted to change how it was perceived in the market. Their target customer, the Curious Achiever was on a lifelong learning journey to work and learn, and Staples wanted to become a partner enabling inspiration, discovery and community.