OfficeMax focused on driving significantly into the janitorial and sanitation categories. A key component to this strategy included creating a private brand able to compete effectively against established brands. The objective is to change key end-user perception of OfficeMax as an authority and destination for professional JanSan and breakroom products.
Highmark Professional, designed for professionals, offers performance, ease of use and value inherent to the offering. The brand “Highmark Professional” takes its cue from the same quality characteristics of “Highmark” above, i.e. literally a high mark of performance. The look and feel is similar to the Highmark brand, but leaning away from the need to be “appetizing” toward the need to convey professional strength and reliability.
All the photos in this sample are taken by Daniel Czempinski.
