When Office Depot’s Sustainability and Private Brand teams wanted to bring a companywide environmental responsibility initiative to life, they called on Big Red Rooster to develop a unified position that communicated the retailer’s Green offerings.

Our team created a GreenerOffice communication strategy that articulated Office Depot’s Green positioning across multiple customer touchpoints, from products and packaging design to catalogs and in-store merchandising. Extensive secondary research, including stakeholder interviews and best-practice merchandising audits, fueled the creation of Office Depot’s GreenerOffice brand identity and positioning.

The GreenerOffice identity system and messaging framework is comprised of flexible elements that communicate just how “green” a product is and its primary benefits in a simple, easy-to-understand format.

GreenerOffice continues to expand across product categories and brands, further strengthening Office Depot’s commitment toward environmental responsibility.